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Ouai

Achieving #HAIRGOALS

Challenge

Help celeb-stylist Jen Atkin turn her expertise and social capital into a lifestyle brand.

Our role

  • Brand Strategy & Architecture
  • Visual & Verbal Identity
  • Packaging
  • E-Comm & Marketing Sites
  • Brand Campaigns
  • Product Campaigns
  • Photography & Video
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Jen Atkin, OUAI Founder

“If you haven’t heard of Jen Atkin yet, no offense, but where have you been? The go-to mane master for the entire Kardashian family was recently declared the most influential hairstylist in the world by The New York Times.” – Elle.com

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Brand Identity

Inspired by vintage French packaging, the brand is chic, modern and minimal. Beauty imagery, shot by Mike Rosenthal, captures Jen’s signature “model-off-duty” look.

NAMING

“Ouai means yes, in that casual, Parisian way. It’s about saying yes to real hair for real life. And to looking chic, no matter how many followers you have.”

–Jen Atkin

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PACKAGING

“I wanted it to look really pretty in the bathroom ... have it be selfie-worthy.” – Jen Atkin

DIGITAL

“A mobile-native digital experience with an editorial vibe allows fans to shop and subscribe to their fave products, or view quick how-to videos to get the look without a glam squad.”

Old Site

RESULTS

Since launch in February 2016, OUAI and Jen Atkin have blown up the internet with accolades from the press, #OUAIaddicts and celebrity fans alike. Now a “OUAI of life” the brand continues to expand with fragrance, bodycare, and more — and use their platform to advocate for causes they care about.

Press