Haircules
Body builders seek perfection, and the world of body building is a blend of hyper-masculinity, theatricality and exaggeration. I wanted to design a range of hair care products that would appeal to the body builders who see themselves as gods. I named the brand Haircules to convey a sense of theatrical cheekiness, wrote an accompanying brand story and designed a range of products that would allow the body builders to go from gym to stage feeling confident and performance ready.