Moxie
A real Indian haircare brand, six pieces I made for them, uninvited.
Moxie is a real haircare brand in the Indian CPG/beauty industry. I’m not their designer, this set is unsolicited: six posters I made without being asked, to see if I could hold one studio’s worth of decisions across a whole set instead of one. The brief I gave myself: build from a shelf’s-eye view, packaging, a hero shot, a review post, an ingredient callout, an ad, and a printed extension, and make all six look like they came out of the same studio, not six separate weekends.
Solo, brand to backend: naming direction, packaging design, campaign art direction, and the copy on every piece.
Key decisions
- 01Yellow instead of the lilac-and-sage every haircare brand defaults to, because I wanted Moxie to win the "which bottle do I see first" test on a shelf full of soft pastels.
- 02A wordmark with a hard period: MOXIE. Because "beauty with attitude" in a soft script typeface would’ve been lying.
- 03Three secondary colors, one per hair concern, so the full range reads as organized rather than matched by accident.
- 04Photoreal renders for anything selling the product, illustrated characters for anything selling the feeling. The ecommerce shot has to look real. The zine card doesn’t need to.
- 05One recurring sticker shape, reused on the ad, the ingredient graphic, and the review post, so someone scrolling fast still clocks all six as one brand.
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sid.design Beauty with attitude, built to earn a spot in the cart. 🛒
The full lineup, staged the way it’d actually get discovered: mid-scroll, mid-cart.
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sid.design Beyond beauty, built to last. 🧴
The product-in-hand hero shot, the one piece that has to look real, not designed.
By the third piece I stopped designing individual assets and started designing a studio: one lighting setup, one sticker shape, one way of cropping a bottle, reused on purpose instead of reinvented per post. That’s the actual skill this project was testing: not whether I could make one good shot, but whether I could make six that all look like the same person made them on the same afternoon, for a brand I don’t work for and was never asked to design for.
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sid.design Voices that matter. Real reviews, no filter. 🧡
The review post that makes the shelf story feel lived-in, not launched.
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sid.design Science meets beauty: every ingredient gets credited, not just claimed.
The ingredient callout, the one post that has to work as hard as a label.
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sid.design Beauty that talks back. 💬
The campaign ad: attitude first, product second.
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sid.design Visual Storytelling, Vol. 1: the brand, printed and held. 📌
The printed extension, proof the system survives leaving the screen.
Six connected pieces taught me something one poster never could: a brand isn’t a logo, it’s a set of decisions you keep making the same way on purpose.
