Keeps has been a powerhouse in the hairloss space, competing against legacy brands and fellow startups alike. Amid their success, they were looking to expand and enhance their product line to target new customers. Keeps sought to create a new look and feel for a line of high-quality haircare products, starting with a Thickening Shampoo and Conditioner. In this process, we explored freely various design ideas and branding elements that could be added to fill out the minimal brand, giving the packaging a feeling of freshness and spark.

The initial brand focused more on the casual heartburn sufferer, or someone with occasional indigestion; after realizing there was a huge swath of people who wanted a more medically robust offering, we created a design system that felt (still) cheerful but also established and trusted. Shelving some of the more playful elements, we used geometric shapes and illustration, bold color, and elegant typography to refresh the look and feel of the brand system and packaging, ushering them into a new era.