SOLUTION: Set a new tone for the experience

I still get a phantom itch when I pull up this project, but it served as an excellent exercise in empathic design. We aimed to shift how an impacted person, especially children could feel beautiful, like after leaving a salon or spa - feeling clean and refreshed, healthy.

The identity and subsequent taglines leverage the fairy tale notion inherent in the name, to reframe terms like “Happily ever after” and “The End” in a resonating context.

Packaging needed to clearly convey specific product features from the store shelf, while not causing one to feel marked with a scarlet lice-letter from the cart while shopping in public.