A raw‑industrial identity system built around texture, touch, and futurism. This campaign explored a new visual language for professional haircare — one rooted in materiality, fingerprint identity, and the idea of “raw hair” as a sculptural medium.

Sebastian International approached this line with a desire to break from traditional beauty advertising. The result was a hybrid of industrial design, sci‑fi futurism, and tactile branding. The fingerprint motif became the anchor of the system — a symbol of individuality, craft, and human touch inside a highly stylized world.

The campaign included:

• product packaging across multiple SKUs

• experimental typography and material‑driven lettering

• a futuristic hero ad built around texture, containment, and transformation

• conceptual sketches and early explorations that pushed the brand into new territory

This project represents an early exploration of conceptual identity systems, in which product, narrative, and visual language merge into a single aesthetic world. It remains a defining example of experimental branding in the Big Concepts archive.