As I Am

A family owned haircare brand from Melrose Park, IL

Creative Direction
Retail (B2B – D2C)

In collaboration

As I Am, a haircare brand named after a Rihanna song, was in need of a more up to date identity which would still attract their current loyal customer base as well as attract a new younger crowd.

As they were expanding and continue to add more lines, a clear brand architecture and in-store shelf presence was needed. We were tasked with the complete redesign of the As I Am brand identity consisting of all packaging, trade-show booths, collateral, photography concepts, online campaigns, website and social media strategies.

Keep an eye out for new As I Am products!

“We want to give our customers, who primarily care for and style their own hair at home, the time and specialized attention they deserve. At the same time, our mission is to provide the very best products, education and customer service to each and every person who buys from us.”

As I Am is developed, manufactured, owned and operated by the Syed Family in Melrose Park, IL