Case Study: Nutrafol brings its new brand to life with Wild

Nutrafol builds a 1-system, 2-look brand refresh with Wild

Nutrafol, a pioneer in hair wellness science, faced a challenge with its e-commerce experience. While optimized for shopping, the platform lacked engagement and effective storytelling to support users and position the brand as a premium leader in its segment. To address this, Nutrafol engaged the vendor Wild for a comprehensive brand refresh focused on art direction, branding, and UX/UI design.

Wild developed a scalable digital brand and component system, creating a unique visual identity that worked for both its women's brand and a new science-focused men's brand. The solution included a collaborative process with Nutrafol's internal teams, introducing a powerful Figma-based workflow to greatly reduce the time from design to production. Wild also provided support across the complete brand platform, from UX design to illustration and photography. The successful project and resulting brand elevation contributed to Nutrafol's growth, culminating in a majority stake acquisition by Unilever.

Nutrafol