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Elliott Moody
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Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra


Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra
Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra
Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra
Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra
Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra
Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra
Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra
Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra
Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra
Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra
Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra
Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra
Placeholder’s identity for Crown Affair stays true to the haircare brand’s ‘Take Your Time’ mantra

Sho Shibuya, the founder of Brooklyn-based design studio Placeholder, first met Dianna Cohen back in 2017 when working at travel company Away. They both joined the company in its early stages, developing a fruitful working relationship while collaborating on campaigns and co-branding projects such as the NBA x Away kit. After eventually going their separate ways and working on their own thing for a couple of years, Cohen got back in touch with Shibuya looking for help with a new project: a slow-paced haircare brand called Crown Affair.

The pair took full advantage of their established collaborative process to identify a vision for Crown Affair, paying close attention to the artwork of Constantin Brâncusi and Ed Ruscha in particular. Using these references, as well as months of market research, they transformed a few sketches and product prototypes into a fully-functioning company. Its oils, towels, combs and brushes are thoughtful and well-made, acting as a counter to the fast-paced, highly-competitive beauty industry.

Placeholder’s visual identity for the company is reflective of this approach, with bespoke paper packaging by Colophon and a custom font by Grilli Type both created with tactility and attention to detail in mind. The fully recyclable soft-green boxes and glass containers that house the products are designed to evoke tranquillity, perfectly capturing the brand’s ‘Take Your Time’ mantra.

Graphic Design

Placeholder

Typeface

Crown Affair Sans by Grilli Type

Photography

Vanessa Granda

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