Illumai Hair Care

Illumai is a 3 step hair care system designed to work with the naturally occurring biome of the scalp and hair to restore health and beauty naturally. Illumai originally launched in a black and purple package which felt like a fashion or perfume brand. AW repositioned the brand as “the beauty of biology’, exploring visuals with lightness, transparency and vibrant fresh color.

Before

Exploratory

Numbers

Graphic numbered system to define each step of the process   

Illuminate

Bright elements portray the illuminating power of the products  

Icon

Icon system, where different parts of the icon correspond to the order of the process

Color

Color blocking system. A different color for each step of the process 

Circle

The regenerative cycle of healthy hair growth 

Bio

Biological forms of the natural biome

Transparent

Concept based on layering equal parts to build a whole