Theorem is a female-led, science-based hair care brand that boasts root-to-end functionality with its core trio of Square Root Serum, Density Mask and Sugar Pi Hair Oil.

I led the development of the whole brand identity and voice, product naming and visual identity. I teamed with procurement to strategically select all packaging and deco, and led the execution for a successful launch in the middle of a global pandemic and volatile supply chain. Theorem launched in the Fall of 2020 with an all custom-colored premium packaging. We continued expanding the brand through 2021 successfully navigating the global supply chain crisis.