The Siren

"The Siren is a concept project of mine — it doesn’t exist. I came up with the visual system for a brand that would sell products for wavy hair. I wanted to play by creating a brand world that brings to mind pop culture’s take on mermaids — a mix of Disney animations and those ultra-sweet ‘90s and 2000s cartoons for girls, blended with today’s aesthetic trends. The brand looks sweet and dreamy, taking us into an imaginary mermaid world. As you can see, I based the design on a simple color scheme, playful typography, and mermaid illustrations that appear on the labels. Let me know what you think!