Overview
Rebranding a hair-care identity to scale into wholesale and national retail
Services
Packaging Design
Year
2022
Hello Updo is a silk hair accessory brand rooted in hair health and designed to make good hair days last. Their previous branding wasn't cohesive across voice and visual, didn't speak for itself, and felt too quiet as their founder, Magdaline, prepared to move into wholesale and national retail. I partnered with Magdaline to design a new visual identity and a modular pattern system, built from the brand's own products, to help Hello Updo feel confident and shelf-ready without losing its playful energy.
I designed a modular shape system that brings Hello Updo's own product line into the visual identity itself. The shapes were pulled directly from the brand's products, so the packaging doesn't just display the brand, it is the brand. I designed the wordmark in a bold sans serif, moving away from the brand's original all-lowercase serif, because the founder needed the brand to read with more confidence and legibility as she scaled into national retail, where shelf presence and quick recognition matter.
I also curated a new color palette, shifting away from the brand's original black-and-white system, because it needed to feel as warm, bright, and inviting as the founder's vision for the brand, while staying grounded enough to read as lux.
As a result, Hello Updo has transformed into an award-winning brand and scaled to large retailers such as Urban Outfitters and Nordstrom.
Awards & Recognition
Best of Beauty, Haircare Tools, Allure, 2025
Oprah Daily, Sleep O-wards, 2024
"If you want more than just a logo — if you want a BRAND, Amsthetic should be at the top of your list. Not only is Amber a brand designer, she is an artist. She creates visual designs that will nurture classic long-standing brands. In addition to the visual aspect of the branding, Amber is such a pleasure to work with as a person. She is truly there to create what's best for your company. She was very professional and super friendly and encouraging. Excited to book with her again soon for upcoming projects!"
Magdaline Hurtado, Founder, Hello Updo
Credits: Sarai Garcia— Photographer