REF Hair

At REF, I worked as an in-house Art Director and Graphic Designer, overseeing a broad scope of creative responsibilities. I collaborated with external studios to lead a comprehensive rebrand of our haircare line. My role involved ongoing updates to product designs, website visuals, printed materials, and digital assets, ensuring cohesive brand expression across all touchpoints.

Art Direction | Branding | Visual identity | Graphic design | Final Arts | Packaging design | Photoshoots | Retouch

  • Our aim for REF was to establish a unique position in the market by drawing on its Swedish heritage of simplicity, quality, natural ingredients, and sustainability. These core values became the cornerstone of the brand’s refreshed identity. Another key focus was transparency, ensuring customers had clear insight into the ingredients used — a commitment reflected throughout the brand's design and communication.

  • To achieve this, I worked in-house as Art Director and Graphic Designer, collaborating closely with a design agency to develop a cohesive brand identity. The result was a clean, modern design system featuring a refined wordmark, sleek typography, and a natural, earthy color palette. The color system played a key role in organizing the product range, ensuring easy navigation across categories and individual products. This visual approach was consistently applied to REF's packaging, website, and marketing collateral.

  • The rebrand was met with positive reception from both professional hair studios and end consumers. The updated brand successfully strengthened REF’s presence in key markets like Scandinavia and the US, laying the groundwork for further global expansion.