Design approach:
The entire structure was rebuilt to emphasize strong typographic hierarchy and clean modular layouts. I introduced TT Norms® Pro as the primary typeface for its clarity, neutrality, and bold modern appeal. Layouts were simplified to breathe, with bold product names, and color-blocked sections. Category dividers use large-scale type and full-bleed photography to create rhythm and ease of navigation across the 80+ page catalog. Color palettes were carefully selected based on seasonal collection tones and packaging trends.

From limited-edition sets like Artful Ace and Tutti Fruitti to licensing with Disney and the eco-conscious Go Green line, every brush category was visually and structurally systematized to work within a cohesive identity.

Outcome:
This redesign delivered a catalog that now matches the energy, quality, and innovation of the Wet Brush brand. It’s a product guide and a refined visual tool that supports brand positioning in both salon and retail environments. The catalog was praised internally for its elevated visual tone and is being used globally by BBi’s professional and retail teams.