This project involved taking an existing product and rebranding it for a new target audience. Manic Panic is a colorful hair dye company, usually marketed toward a counter-culture punk and gothic lifestyle. The new identity and campaign were targeted toward young women aged 15-25 who were very influenced by social media and Pinterest.
I wanted to keep the edginess of the existing brand while making it feel more accessable to young woman wanting to experiment with hair color.
This project taught me a lot about researching target audiences and competing brands in order to understand who you are designing for.