Projects
Rows of the "insane!" wordmark in blue and white on pink, with a blue "Smells insane. Feels unreal." badge.
Seven Insane bottles in a row, in green, red, lilac, blue, cream, mint and orange, on pale yellow.
The blue "Blue escape" bottle on orange with a pink starburst, between "Smells insane." and "Feels unreal."The mint "Mint rush" bottle on pink with a blue splash, between "Smells insane." and "Feels unreal."
A wall of Insane posters in orange, pink and green, each with a bottle, as a man walks past in a blur.
The blue "Blue escape" bottle on a pink starburst, over a woman with long blonde hair and a hat.The mint "Mint rush" bottle on a blue splash, over a close-up of a woman's lips and cheek.

Insane

2026
4KidsAndUs
Branding, Packaging, Art direction
Gen Z natural cosmetics • Bold colours, loud typography, one squeeze of chaos

Natural cosmetics don't have to look... natural.

Insane is a Gen Z sub-brand of 4KidsAndUs, created to bring personality back to everyday haircare. Instead of the usual muted palettes and botanical clichés, I leaned into something much louder—bright colours, oversized typography and packaging that wouldn't look out of place next to ketchup or your favourite sauce.

I developed the branding, packaging and overall art direction, creating a visual identity that's playful, bold and impossible to ignore. The result feels less like something you'd hide on a bathroom shelf and more like a product you'd proudly leave out.

Who says shampoo can't have main character energy?

I wanted the bottles to look more like hot sauce than shampoo.