Bouf: Haircare for boufheads. | Willow & Blake

New brand for Boufheads.

York St Brands (also behind tbh skincare and Boost Lab) partnered with us to build their new haircare brand—powered by patented FGF5 protein technology that helps break the cycle of hair loss.

Brand Strategy

We kicked off by recommending a focus on postpartum mums. Postpartum hair loss is common, under-discussed, and this group carries the halo effect (if it works for them, it’ll work for me). While most competitors looked clinical or outdated, we spotted a gap for design-led branding and tone-heavy copy. No more talking to mums like babies. No more efficacious haircare that has to be ugly. To mirror the experience of hair loss, we wanted to stir a little chaos.

Naming + Voice Identity

For the brand name, we turned two dials. The implication of strength, growth and hair health. And the use of humour, personality, and a dash of chaos. We landed on Bouf. An onomatopoeic name that sounds exactly like what it’s offering; big hair. Fun to say, short and with the potential for big visual impact.

We coined the brand personality ‘the biotechnician eating girl dinner’. She may not know ~exactly~ where her wallet is, but she knows exactly what she’s doing. The voice blends onomatopoeia with a touch of vintage cartoon pin-up. Product names like Flouf Factor and Va-Va-Voom Shampoo lean into the fun. We coined our audience Boufheads, in stark contrast to the typically lame “mum brands” or sterile hair loss treatments.

Visual Identity + Packaging Design

The deep, striking, powerhouse red is our hero colour, with a dynamic secondary palette to accommodate a growing product offering. We designed an icon, its curved shape inspired by a top-down view of the ribbed packaging lids. The logo feels vintage and energetic without screaming retro. The sophisticated typeface rounds out a strong yet feminine visual identity. 

We had the opportunity to explore fully custom and bespoke packaging design, as it was critical for standing out on shelf and online. The addition of ribbing on the caps represents strong, thick hair strands and creates a point of differentiation and a tactile element. We replicated this linear motif through a pinstripe pattern on the outer packaging.

Website Design

We designed mobile-first, drawing UI inspo from the best in beauty. Bold but minimal, the site tells a clear product story with scroll-stopping UX, fast load times, and simplified navigation. A+ product pages deliver the what, why and how—because educating customers (quickly) is key to converting them.

Credits & other partners:

Shoot production—The Concierge Agency

Director / Photographer—Charles Grant

Product Stills—Lucy Alcorn

Website development—Alinga

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