This Hair of Mine is the vision of world-renowned hair stylist, British Fashion Council’s Changemaker Prize recipient, and Vogue Business ‘100 Innovator’ honouree Cyndia Harvey. With a growing collection of routine-reinventing rituals, T.H.O.M. is reimagining tools and accessories with textured hair in mind. Combining plant intelligence with scientific innovation, they are engineering new and uncompromising care for radical beings and the hair that crowns them.
We worked with Cyndia and Remi, the founders, on a brand identity that captured the supernatural spirit and mood of the brand, creating a bespoke abstract, expressive typeface as the basis of an identity and packaging system that carries a distinct and curious voice.
With growing sales in select boutiques across the world, our brand work with This Hair of Mine is just getting started…
One of the key components of the identity is the T.H.O.M. typeface. built from scratch, it seeks to capture the supernatural spirit of the brand through its ambiguous forms. Intended to be read as pattern just as much as it is a set of letters, the typeface plays a critical role in expressing the spirit of the brand.
London Fashion Week product launch
Thanks to Cyndia and Remi for their commitment towards pushing for something special with their brand. Thanks also to Paul Scala and the wider This Hair of Mine for the photography.