Heir Pollution Defense Styling
Health & Beauty Packaging
A luxury haircare line designed to protect against air pollution–related hair loss while delivering high-performance styling. Targeted toward young men in urban environments, HEIR blends science-backed ingredients with bold branding and sleek design. Because when it comes to your hair, protection shouldn't be a gamble.
Scope of Work
+ Packaging
+ Branding
+ Illustration
+ Art direction
+ Advertisements
+ Web design
+ Design research
Insight
Research from the University of London shows that men living in areas with high air pollution are more likely to experience hair loss due to toxins clinging to hair follicles. With more young men moving to cities post-grad or mid-career, the need for preventative, stylish solutions is growing. The challenge was to create a brand that feels both trustworthy and aspirational—blending performance with elevated identity.
Action
Launched a full line of styling products infused with protective, anti-pollution ingredients designed to prevent hair loss while maintaining effortless style. Developed a brand inspired by the world of poker and high-stakes confidence which positioned HEIR as a sleek, masculine solution for men.
Packaging
HEIR’s packaging features a dark, royal color palette and minimalist design that balances luxury with functionality, spotlighting the brand’s protective, science-backed ingredients. Custom illustrations of modern kings with distinct facial expressions represent different hair types and personalities, reinforcing the brand’s bold and confident identity. The visual system is paired with clever wordplay in the copywriting to position haircare as a high-stakes act of self-investment.
Advertising Campaign
The "Play for Keeps" campaign is a gambling-inspired ad series that positioned hair care as an act of self-investment. Taglines like “Go All In” and “Play For Products That’ll Make You Feel Like You Hit The Jackpot” encouraged men to take control of their grooming routine.