The beginning of your healthy hair journey starts here.

SUTRA wanted to evolve beyond styling tools and enter a new phase as a health hair brand. The goal was to shift perception from just “beauty” to hair wellness, a deeper and more intentional care approach. Their audience, made up of people at different stages of their hair journey, needed to feel seen, supported, and confident in choosing the right tools and treatments.

But the brand’s existing identity didn’t reflect that mission. The visuals, messaging, and experience felt disconnected from the deeper promise of long-term hair health.

I helped design the new brand, developing a clean, modern visual identity and strategic messaging rooted in care, simplicity, and transformation.

As a result, the brand built a stronger emotional connection with its audience, aligned more clearly with the wellness space, and created a consistent, credible experience across all touchpoints.