From first sketches to finished bottles, founder Abi Reid talks us through the brand's fresh new look.
From day one, Abi wanted to ensure that everything you loved, stayed as it was. “The formulas haven’t changed. They still do what they always have - help you feel confident in your natural hair. They’re just wrapped in packaging that feels more us, and more you.”
“This rebrand is inspired by the things I love most” Abi continued. “The beach and of course sea glass. We wanted to reflect the ocean’s organic shapes. Think soft curves and tide-worn forms.”
And so, a concept for brand new packaging was formed – "I knew early on that we couldn’t just pick a bottle and stick a label on it" Abi said. "Wavy hair has movement and character, and I wanted our packaging to reflect that."
Inspired by the unique colours and shapes of sea glass meant an extra special process. "We ended up creating completely custom moulds, shaping the bottles with soft wave-like curves to reflect sea glass and natural texture". These products really were designed to look as good on your bathroom shelves as they do in your hair!
When it came to practicalities, Abi says “I listened closely to customer feedback. Easier to use bottles. Clearer labels. Small changes that make a big difference.”
And the colour palette? “I wanted soft, calm colours that felt effortless and natural, just like your waves”. Oceanic powder blue sits alongside butter yellow and earthy tones like truffle, paper and slate to create a clean, understated look.
A new look calls for a shoot to match…the team organised a day to showcase Merwave 2.0 last year in London, with models selected to represent hair types, lengths and colours for real results with zero hair retouch! A product shoot to show how good the formulas look on shelf soon followed, and here are the results...
