New Star Branding

Brand strategy and visual design for a New York Wig Company

Role:
This is a freelance project that lasted for over two months. I worked closely with the client to understand the industry, the users, company strengths, and pain points. Then together, we developed the brand strategy.

For the visual design part, I worked individually from concept generation, client communication, and revision to completion.

Objective:
New Star is an over ten years old wig wholesale company based in New York, mainly dealing with local businesses. However, they want to start selling online, direct to the customers. Therefore, a brand guideline is needed to set up the brand goal and then provide a direction to the visual identity.

Brand Strategy

Brand Story

We are from China. With the help of our Chinese background, we build a strong connection with Chinese factories where the best wigs in the industry are produced. We know where to find the best materials and the most advanced technology through our ten years of networks in the industry. With the premium materials, advanced wig-making techniques, we have all the resources to make the most comfortable, premium-quality and innovative wigs.

We are based in the US. By building our own stores, workshops, and warehouse, we proudly provide local service, fast shipping and easy return. We worked with many local stylists, wig-makers, and customers closely. We listen to their struggles on wigs shopping - spending a lot of money on false wigs led by online ads and almost giving up on finding a reliable brand.

Buying an essential product should never be that difficult as people already spend enough time and effort on their hair. New Star aims to provide what is missing in the wig market - unfolding all the hidden production processes and making sure you get the best quality hair you deserve.

Brand Value

Product Philosophy

Hair is the most adaptable part of our body. We believe in the power of hair and style to spark personality.

New Star insists that good wigs should bring people the ultimate comfort and set the freedom to find individuality. From the creation journey to the service network, we aim to optimize your physical comfort - just like it grows from your own.

Through our products and services, we hope to make wig shopping easy and relaxing for more people, with no more hassle of picking the real wig.

Top quality

Few brands have exclusive access to human virgin raw materials, by being in the industry for over ten years, we know what is good.

Write a blog post on how rare virgin raw hair is in the wig market, and possibly work with online media to share the content as a way to promote the brand.
Use scientific ways to compare different types of hair to show how our virgin hair is different from the other products in the market by scientific number.
Use visual graphics or photos to demonstrate different hair, since it is usually hard to tell the difference between virgin hair and Remy hair by eyes, especially online. We can use clear illustrations to show what they are made of and the inside structure of the hair.

Customization

Now everyone’s head is the same size. Hair is a part of our body, so it has to be as comfortable as growing on our own. By making the shopping experience customizable, we make sure each customer gets the product that perfectly fits their size.

Provide a detailed measurement system online and in-store to make sure the customers get the right size.
In-house wig-makers work efficiently to make individual adjustments for the customers to provide tailor-made wigs
Use a detailed size chart to guide customers to pick up their size or even high-technology like 3D print for the future step can use clear illustrations to show what they are made of and the inside structure of the hair.

Transparency

Telling the customers everything about how the wigs are produced- from materials, labour to transportation

Show where the raw materials come from and tell the story of the hair donation process - how the hair donation helps support the poverty family
Show the photography of the factory manufacture process - the professional handmade process
Show the portrait of some worker in the factory and tell the personal story or connection with wigs - build the empathic relation between the brand and customers.
Cost breakdown - make each part of the cost clear to the customers and show how we make virgin hair wigs affordable through the whole production process

Value Proposition

New Star is a premium quality wig brand that builds full-transparency between customers and products, aiming to make the wig shopping experience easy and reliable.