Headquarters is the scalp-first hair care company launched in January 2021. We create easy routines rooted in scalp health (and science) for healthy-feeling strands. The brand offers three curated families of products, designed to cater to the common needs of dry, balanced, and oily scalps—as opposed to the more traditional one-size-fits-all "hair types." Each family of routines is designed to manage and balance scalp moisture while nourishing for optimal scalp health and long-term hair health.
Using insights from the initial launch at retail, the packaging was developed in tandem with a refresh of the Headquarters identity. Layers of waves in bold color combinations wrap around the bottles and organize information, creating a recognizable visual language by which to navigate product routines. The typographic system juxtaposes Mabry with Akkurat Mono, striking a balance between character and clarity. The resulting packaging improves shelf presence and navigability at retail, while celebrating the brand promise—happy scalp, healthier hair.