Imbue has successfully built a loyal curly haired community following since it’s establishment in 2020. With a new website launching in early 2023, refreshed and vibrant brand content was required to appeal to a Gen-Z and Millenial audience to support brand awareness across global markets, both online and instore.

Building a visual representation of liberation, confidence and happiness. The concept for this shoot focused on portraying the key emotive elements of the Imbue brand, and communicating simple haircare for waves, curls and coils.

Using a selective colour palette to ensure the brand core and accent colours remained striking and complimentary, we created a photography concept that expressed confidence, energy and vibrancy, paired with a graphic approach inspired by playful, trend-based shapes, icon and sticker trends,

Co-directing and working closely with the Senior Designer to establish creative direction, alongside functional responsibilities in sourcing a photographer, studio, wardrobe, talent and shooting behind the scenes photography for social and internal use. Concept roll-out onto various digital assets and POS concept design for a consistent brand look and feel. Directing and coordinating retouching of final selects to ensure completed assets were received within required timelines.

This shoot had a confined budget and was directed and produced solely by our in-house team.

Photographer: Jay Mawson
Hair: Michelle Sultan
Makeup: Gemma Wheatcroft
Art Direction: Ben Higgins, Leilani Darling, Emma Wade
Marketing: Michelle Trivett, Emma Jungius, Ffion Morris