Original’s by Africa’s Best set out to maximize visibility in the marketplace with the launch of a new haircare line. The challenge was twofold: capture the attention of a younger, trend-driven demographic while maintaining authenticity and loyalty among the brand’s established core consumers.

Goal
The brand needed a fully integrated campaign that resonated across audiences—digital-first for younger consumers while still translating effectively in-store for beauty supply retailers nationwide.

Concept
I led the visual direction for the launch campaign, focusing on building a consistent and elevated brand presence across every touchpoint. This included:

1. Developing clean and fresh packaging design for product labels
2. Designing cohesive marketing collateral and graphics
3. Creating video production assets to expand the campaign’s reach online

My vision centered around a modern, unified aesthetic that still reflected Africa’s Best’s trusted heritage—bridging the gap between long-standing consumers and new audiences.

Result
The campaign rolled out across digital channels and beauty supply stores nationwide, significantly boosting Africa’s Best’s customer engagement and brand recognizability. The work received rave reviews from consumers both online and offline, and the marketing team successfully met all of their internal benchmarks and goals.