Thick Hair Conditioner - Jumbo

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Photography: theouai.com. All imagery belongs to its respective owner.

What makes the design work

OUAI brand study

Visual observations across the brand’s packaging. Individual formats and editions may vary.

Four-letter wordmark

Widely tracked geometric capitals in black, about 35% of bottle width, alone 30% down from the shoulder.

Tinted bottle

Soft-shouldered translucent plastic bottle tinted one muted colour per product, such as sage (#b9c7ad).

Ivory closure

Oversized flat cap or lotion pump in ivory (#f3eee6), identical on every product.

Reading the label

No label on most packs: type is printed straight onto the tinted bottle, centred, with a wide empty band between the wordmark and the product block.

Upper third: Four-letter wordmark alone
Lower third: English product name, French translation, bold scent or active line
Base: Volume in fl oz / ml

Typography & hierarchy

The wordmark sits alone in the upper third with generous space around it. Everything else is tiny and grouped near the base, centred: product name in English, the French translation underneath, a scent or key-ingredient line in bold, then the volume.

Display
Futura Medium, Gotham Medium
Geometric sans, medium weight, widely tracked
Uppercase · Medium
Headline
Helvetica Neue Condensed Bold, Akzidenz-Grotesk Condensed
Bold condensed grotesque
Uppercase · Bold
Body
Helvetica Neue Regular
Neutral grotesque
Uppercase · Regular, Light

Typeface suggestions based on visual similarity. These are not verified font identifications.

How the range holds together

Colour of the plastic identifies the product while bottle shape, ivory closure and type layout stay identical; scents are named after places and printed as a bold line in the product block.

Shelf presence

On shelf the bottles read as a soft gradient of tinted plastics under identical ivory caps, with the short black wordmark repeating at the same height on every bottle.

See the full OUAI study