Hot Tools Liquids

Role: Lead Designer (Packaging), Contributing Designer (End-cap/Activation)

Hot Tools is a hair styling brand beloved by “pro-sumers” — passionate enthusiasts who blend professional expertise with at-home creativity. Building on the momentum of a successful styling tool packaging redesign, the Hot Tools team set out to launch a line of heat protection liquids at Ulta, expanding their portfolio beyond styling tools to complementary care products.

Armed with established brand equities and insights from the styling liquids category, our team developed packaging and visual design that conveyed premium heat protection in a way that felt unmistakably Hot Tools. Following the packaging work, we also explored endcap storytelling and in-store activations to support the line’s debut at Ulta.

Round 1 Pack Concepts

In the first round, we explored concepts that depicted the individual benefits of each product: protection, sealing, and setting. After review, the client asked us to refine the direction toward a cohesive heat-protection story that could unify the entire line.

Round 2 Pack Concepts

In round two, the exploration became more restrained and elevated, using distilled graphic elements, carefully crafted type, and premium substrates and finishes to create a cohesive, modern expression for the line.

NOTE: Please do not distribute any materials displayed on this portfolio page. The designs showcased are created for demonstrative purposes only and are the intellectual property of their respective owners. I do not claim ownership of any of the displayed designs, unless otherwise specified.