REF Stockholm

REF is a premium natural beauty brand specializing in high-performance, vegan hair and styling products. While employed at REF as Art Director I led the redesign of the packaging for their full range of hair waxes, as well as the new Signature Collection, ensuring the new design aligned with REF's clean, modern aesthetic while reinforcing its commitment to sustainability.

I also unified the brand’s visual language by creating cohesive iconography that complements the overall style and tone of the brand, ensuring consistency across all touch points. Additionally, I developed comprehensive Brand Guidelines for both REF and REF Academy, defining the visual and stylistic rules that would maintain a unified identity across all platforms and materials. 

As part of the project, I worked on in-house photoshoots, taking on the role of photographer to create compelling, brand-aligned imagery that captured the essence of REF’s natural, high-performance products.