Not Your Mothers
Product Catalog
Publication | InDesign | Photoshop | Illustration
Not Your Mother’s is a bold and fun haircare brand serving up styling and care for all kinds of hair. From boosting natural texture to fighting frizz and dialing up definition, their formulas are made to work with your hair,not against it. It’s playful, real, and unapologetically fun; because your hair should have as much personality as you do!
Project Goals and Overview
Understanding the Brand
Project Approach
Design Direction
Not Your Mother’s is a bold, playful haircare brand that celebrates all hair types, with products designed to enhance natural texture, fight frizz, and embrace individuality.
Create a cohesive product catalogue that brings together brand story, product details, lifestyle imagery, and educational content into
a clear and engaging experience.
Inspired by “Girls Just Wanna Have Fun,” the catalogue leans into curl-focused products while staying inclusive, capturing the brand’s energetic, expressive, and personality-driven feel.
Project Research and Findings
Exploration
Project Approach
The process began by defining the brand’s core traits—playful, bold, and expressive and exploring how these could translate within a structured catalogue format through layout, imagery, and pattern.
Movement, texture, and personality are essential to the brand’s identity, and can be effectively communicated through dynamic layouts, intentional image cropping, and pattern systems that bring energy while maintaining structure.
Typography for this project was guided by the brand’s playful and bold identity. NYM’s distinctive custom header typeface served as the anchor, while a carefully chosen complementary typeface was paired to support and enhance the signature style, balancing personality with readability.
Typography
Decisions
Pattern & Texture
Using NYM Curl Cream as a visual texture, the swirls mirrored the natural flow and texture of hair, emphasizing curls while remaining inclusive of all hair types. This approach created a dynamic, tactile aesthetic that was both visually engaging and conceptually connected to the product.