case study

Black & Bossie

Learn how we helped a hair care brand upgrade their look while maintaining their history.

Project Overview

Black & Bossie® sought a comprehensive rebrand and major redesign of their Shopify e-commerce website to appeal to a younger, digitally-savvy audience. The project included updating the brand’s visual identity, packaging, and online presence to better communicate their mission and connect with modern consumers.



  • Rebrand Black & Bossie®: Develop a contemporary visual identity and packaging design.
  • Enhance E-commerce Platform: Redesign the Shopify website to improve user experience, mobile optimization, and conversion rates.
  • Strengthen Brand Messaging: Align content and storytelling with the brand’s empowering mission.

01. The Challenge

Black & Bossie® has been a trusted name in natural hair care since 1982, with a legacy of empowering Black women and girls. Despite their longstanding reputation, the company faced challenges in adapting to a modern, digital-first market.

As part of a comprehensive rebrand to appeal to a younger demographic, Black & Bossie® required a major redesign of their e-commerce platform on Shopify, along with updated packaging to reflect the brand’s refreshed identity.

Key challenges included:

  • Outdated Brand Identity: The existing brand and packaging did not resonate with a younger, digitally-savvy audience.
  • Inefficient E-commerce Platform: The Shopify store was not optimized for modern e-commerce best practices, leading to poor user experience and low conversion rates.
  • Lack of Mobile Optimization: The site performed poorly on mobile devices, affecting accessibility and user satisfaction.
    Inconsistent Brand Messaging: The brand story and mission were not effectively communicated, weakening customer connection and loyalty.

02. The Strategy

Our strategy focused on a holistic approach to rebranding and redesigning Black & Bossie®’s e-commerce presence to create a cohesive, engaging, and modern experience.

  1. Brand Refresh:

    • New Visual Identity: Developed a contemporary logo, color palette, and typography that appealed to younger audiences while honoring the brand’s heritage.
    • Updated Packaging: Designed eco-friendly, vibrant packaging that stood out on shelves and reinforced the brand’s commitment to natural ingredients.
  2. User-Centered Website Redesign:

    • Persona Development: Created detailed customer personas representing the target younger demographic to inform design and functionality decisions.
    • Enhanced User Interface (UI): Crafted a visually appealing and intuitive UI that reflected the new brand identity.
    • Improved User Experience (UX): Streamlined navigation, product discovery, and checkout processes to reduce friction and increase conversions.
  3. Mobile Optimization:

    • Implemented a mobile-first design approach to ensure seamless shopping experiences across all devices.
    • Enhanced site performance with faster load times and responsive design techniques.
  4. Content and Messaging Alignment:

    • Crafted compelling brand narratives and product descriptions that highlighted the benefits of all-natural ingredients and the brand’s empowering mission.
    • Integrated storytelling elements throughout the site to strengthen emotional connection with customers.
  5. E-commerce Best Practices:

    • Implemented advanced Shopify features such as personalized product recommendations, customer reviews, and loyalty programs.
    • Optimized SEO and integrated social media channels to drive organic traffic and engagement.

03. The Results

The comprehensive rebrand and e-commerce redesign yielded outstanding results, revitalizing Black & Bossie®’s digital presence and expanding their reach to a younger audience.


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