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ORSHAIRCARE ​​is a long-time leader and innovator in hair styling solutions for women of African descent. The ORSHAIRCARE brand endorses products that span the full range of needs and wants for these women.


As ORSHAIRCARE continues to build their brand, they are intentional in elevating the brands' presence, as well as strategically connecting with their target audience. 

As the current Creative Director of ORS Haircare, I’ve had the privilege of leading the refresh of a legacy brand that my mother religiously used on my hair as a child. The refresh project encompassed all touchpoints (digital, e-commerce, retailers, merchandising, packaging, events, corporate and more...) of the brand to provide a holistic approach to engaging our current consumers and appeal to new consumers.



  • Creative Direction

  • Brand Refinement/ Refresh

  • Packaging Design

  • Commercialization Design Development

  • Product/ Model Photography

  • Partnerships

  • Brand Experience Design/ Ideation

  • Brand Guidelines

 To achieve this goal, a series of focus groups, research, and collaborative efforts were completed to assist in solidifying a way forward. 


The refresh project consists of updating 70% of the Olive Oil product portfolio to enhance shelf presence. With this update, a refresh of all visuals, across all touchpoints, were required to push the brand forward and re-connect with our consumers. With the packaging refresh being a priority and released, the creative team also tackled all other touchpoints with a new look and feel, elevating visual presence.

Some examples of visual enhancements are below:


  • Packaging Development and Refresh

  • Commercialization/ POP Refresh

  • Artist Partnerships

Design refinement of all packaging design within the Olive Oil portfolio to enhance the consumer experience.
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Additional improvements, including product and model photography, to streamline and modernize all print and digital touchpoints.
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As printed assets developed, a refreshed guideline was created to assist freelancers/ in-house creative team with layout and placement.
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