Building on the momentum of Shea’s Moisture's growth as one of the first organic personal care brands, and heritage of serving underrepresented markets, the “Better Way to Beautiful” platform was created to connect Shea Moisture’s African roots, philanthropic mission and modern take on beauty in a cohesive story. Through the platform, a new brand voice was developed—warm, personal, and “multicultivated." To launch the brand’s first cosmetics line at Target, a new identity and packaging system was created, brought to life through a campaign that celebrated the line’s “good for you glamour."
Yard 2014