A note on the style and evolution...

When designing the brand language for Lock and Tress, "human" was a consistent theme. It took just a quick analysis of major brands on the market before I realized that a human touch was generally lacking.

To communicate this "human" quality and give these ladies some character, I knew I wanted a hand-drawn feel. My sketch progressions here show the evolution of my first doodles to more refined expressions and some super playful hair.