Hello Updo creates high-quality accessories rooted in hair health and designed to make good hair days last.
Disciplines
Brand identity, logo design, color and typography systems, pattern design, packaging design, brand guidelines
Brand identity, logo design, color and typography systems, pattern design, packaging design, brand guidelines
Credits
Sarai Garcia (photography)
Sarai Garcia (photography)
Year
2022
2022
For Hello Updo's brand refresh, I partnered with founder Magdaline Hurtado to evolve the identity as she prepared to expand into large retailers and wholesale. The existing brand needed to feel more elevated and shelf-ready without losing its playful energy. I led the logo evolution, updated the color palette, typography, and designed custom accent marks along with bold, geometric shapes that flex across packaging, digital, and print. That shape language became the foundation of a modular pattern system, turning everyday hair accessories into signature brand elements.
The result was a cohesive identity that helped Hello Updo secure placement in major retailers, including Nordstrom and Urban Outfitters, and earned recognition with an Allure Best of Beauty award in 2025 and a spot on Oprah's Daily's Sleep O-wards in 2024.
