Fresh + Kind is a haircare brand that has a vision of bringing an organic, nurturing, and unique shampoo range to those who care about the planet without compromising on product quality.

The brand was seeking a visual identity system that departed from the traditional green vibes associated with organic and natural products, while effectively communicating nature, the waves, and their natural vibe through a minimalist and stylish approach. The solution implemented was incorporating double-line typography, which beautifully reflected the brand's dual purpose.

This design element not only added visual interest and uniqueness to the typography but also conveyed the brand's commitment to fulfilling two distinct objectives: the brand's dedication to providing high-quality products while promoting a natural and sustainable product. Also, the wave-like shapes simulating flowing hair symbolize the brand's connection to nature and the organic essence of its haircare line. These waves represented movement, and vitality, and added an elegant and serene touch to the overall brand identity.