PARHELIA — Annie Star Designs

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PARHELIA

Branding | Packaging | Editorial
Merchandise | Experiential

Parhelia is a hair color and care line that provides spf and environmental protection for individuals spending above-average amounts of time in the sun. With the primary belief that adventurous hair should be compatible with an adventurous life style, Parhelia seeks to empower self-expression through hair, rather than create a limiting factor.

The name ‘Parhelia’ originates from the environmental phenomena in which bright spots of color appear surrounding the sun.

Parhelia’s brand purpose is to facilitate and educate about healthy, vivid creative expression through hair, all while encouraging an active lifestyle.
 
Parhelia was born out of a need for durable, lasting hair color that not only withstood environmental elements, but also protected it. Through sun, ocean, sweat, and air exposure, Parhelia is made to work with activity, not against it.

Target audience: 18-35yo, outdoor hobbyists spending above-average amount of time in the sun, including athletes, coastal residents, hikers etc.

Secondary audience: Anyone pursuing creative, vivid hair styles and seeking longer wear with healthier hair

Parhelia’s Values Are:

• Authenticity: Facilitating individuality and personal expression through hair care

• Education: Surrounding sun damage, nature, and proper hair protection

• Sustainability: Protection for your hair, and the environment

• Accessibly: Easy to use, and easy to love

PACKAGING

The triangle shape of the Parhelia packaging draws inspiration from sunlight rays, while the color gradients emphasis this shape language. The thin stroke weight is reminiscent of hair strands. When placed together, the six Parhelia color boxes create a hexagon, calling back to the circular shape of the sun, made up of rays.

SWATCH BOOK

The Parhelia color swatch booklet showcases the color range and naturalistic inspiration for each of the shades with each chapter showcasing a hue. The all-caps mono type serves to emphasize the vibrancy and energy associated with the product line.

MERCHANDISE & EXPERIENTIAL

Parhelia merchandise is designed to emphasize the brand goals of connecting with nature, while using trendy language to connect with the target audience.

The Halo Room pop-up shop is a space where Parhelia products can live for resale. The stands pair with packaging, while signage shares the brand vision.

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PARHELIA

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