PACKAGING DESIGN, ART DIRECTION
The product is a two-step professional bond-building system that helps rejuvenate damaged strands to their original or natural state. Sometimes uncolored hair is referred to as “virgin hair”. We thought this was a perfect name. So often a client would oppose such a name because it is too risqué. In this case to our delight everyone agreed that while the name would raise some eyebrows, it perfectly and instantly described the product benefits.
From there, we developed a playful concept for the shoot. We took a black haired model as this particular hair type is known to be the most challenging to “lift” to blond. For our before we styled her with a bit of a sultry/naughty vibe.
For the after shot we gave her look was innocent, delicate, angelic. Virgin.
Shot by Elle Muliarchyk
Anti-Gravity Photo Booth / OriginalProject type
Anti-Gravity Photo Booth PublishedProject type
HairdoProject type
Eva NYCProject type
Amika 2020 PlannerProject type
StyleblowProject type
Amika Soho Pop-upProject type
FadeblockPackaging Design
Amika VirginProject type
Amika Air CampaignProject type
Amika 2018 CampaignBeauty Campaign
Amika Hong Kong EditionBRANDING, PACKAGING, NAMING< ART DIRECTION
Wig ShootEditorial + Art Direction
Amika HolidayPackage Design + Art Direction
Vita Raykhman is a Creative Director
and Brand Strategist.