Challenge:
Bhive needed a distinct brand identity that resonated with gen Z and millennial women, while positioning itself as a tech-forward solution in haircare. The web app design needed to be both functional and intuitive, especially with the integration of AI interactions.
Solution:
I immersed myself in Bhive's market and audience to create an identity that would resonate with consumers and supports Bhive’s growth. Inspired by the concepts of empowerment and personalisation, the identity exudes confidence and diversity, highlighting individuality alongside Bhive’s AI-driven solutions. Using the bold, contemporary typeface PP Right Grotesk, paired with vibrant green and contrasted with authentic portraits of diverse women, the design underscores Bhive’s commitment to inclusivity.
The web app design prioritises user experience, making product discovery, personalized recommendations, and AI interactions easily accessible. The intuitive interface encourages exploration and engagement.
Impact:
The identity has resonated well with the target audience, who describe the app as "so cool" and "love it," reinforcing Bhive’s position as a relatable brand.
The launch of Bhive’s web app has generated strong user engagement, with many users actively exploring the app’s features and interacting with the recommendations, and Maz the AI chat agent. The intuitive design has also been effective, with users making purchases through the app and recommending it to others.