Founded in 2016, Fur achieved it's mission to destigmatize body hair via products focused on pubic hair care and high quality formulas. 7 years later, Fur craved a refresh in tone of voice and a visual system to support their growing line of products and mass market channels.
After launching their signature product Fur Oil, Fur has since expanded into a more extensive line of body and hair care products. I led a team of graphic designers and copywriters on several projects to elevate the visual direction and copy to include all skin and hair and speak to a wider audience via evergreen brand moments.
One of my first exercises was to update product photography for all channels. We collaborated with Lofy Productions to refresh product still life imagery and video assets, intended to make products look heroic and imagery to feel dramatic. We referenced the timeless elegance of fragrance advertising from previous decades, while incorporating a contemporary, technical approach.
We used the new imagery in refreshing the e-comm experience, updated to feel elevated and luxurious.
To compete in the clean beauty space, we further emphasized product formulas and key ingredients in our lower funnel marketing assets, using our scientific, technical photography.
