12/29/2025
As another busy and productive year ends, it’s time to share some recent work that shaped our days, including our rebrand and package redesign for Texture ID by Sally Beauty
Texture ID came to us at a crossroads. With multiple product lines and no unifying system rooted in consumer insight, the brand needed clarity, cohesion, and a stronger connection to the people it serves.
Through extensive research, we uncovered a defining truth: textured hair isn’t just something to manage, it’s something to be celebrated. Consumers wanted a brand that reflected their needs, experiences, and most importantly, their individuality. Listening to our consumers became the starting point for reimagining Texture ID.
From there, we built a brand framework and visual system designed to scale with intention. A refined logo, modular color architecture, and a thumbprint identity unique to each hair type work together to create clarity across the portfolio while honoring individuality. Last, we gave each product a unique personality through names inspired by what our consumers think/say in their everyday lives.
The result is a brand that shows up with confidence on shelf and beyond, reflecting the unique DNA each individual hair type possesses and giving consumers the confidence they crave.
Read the full Texture ID rebrand case study on our website.
