Afro by Sweden | Final Major Project
The Brief \\ How can we make it easier for people of colour in Sweden to find hair products that fit with their hair type?
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The idea was inspired by my own and my family’s struggles to find accesible and suitable hair products in Sweden often turning to YouTube for advice. Afro by Sweden simplifies this by helping users match their hair with the right products in three easy steps, while also building a community and blog for knowledge and representation.
To launch the brand, we created a campaign featuring Black women who reflect Sweden’s diverse population, aiming to foster accurate and authentic representation. A pop-up salon in key locations like Gothenburg’s Nordstan and Stockholm’s Mall of Scandinavia introduced the platform to the community.
Looking ahead, Afro by Sweden aspires to grow into a higher-end offering, placing products in retailers like Åhléns bridging the gap between Afro-Swedes and the wider Swedish market.
ART DIRECTION, BRAND IDENTITY, STRATEGY, COPYWRITING, UI/UX
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ART DIRECTION, BRAND IDENTITY, STRATEGY, COPYWRITING, UI/UX ✽
In just three steps, the quiz matches your answers to a personalized routine from your first shampoo to your final styler.
Rooted in the shared struggles of Afro-Swedes, the campaign combines honest language with beautiful imagery of sisterhood celebrating identity, resilience, and community.
To launch the brand, we created a campaign featuring Black women who reflect Sweden’s diverse population, aiming to foster accurate and authentic representation.
By combining paid reach with organic content, Afro by Sweden engages Afro-Swedes all over Sweden, spreading the brand’s concept and sparking community conversation.
