i'm egyptian, i have curly hair, and i've never once felt like the haircare industry was talking to me. wild strands was a chance to change that... at least in form.
the brief was simple: curly hair, intentional ingredients, made in france. the shampoo and conditioner came first. soft tubes, clean type, argan and avocado and coconut oil doing exactly what they promise.
the hair oil went through a different process. i wanted the bottle to do more than hold the product, so the shape became part of the brand language itself, showing up across the identity as a recurring visual element. curly hair deserved something that actually saw it.
