LOERIE FINALIST
ILLUSTRATION | PACKAGING
Rapunzel, Rapunzel! Let down your long, wild, thick & untamed hair!
Rapunzel is a promotional hair grooming kit for girls between the ages of 17 and 25 who have wild, curly and thick hair. My concept is a spin off on this fairy tale. I created Rapunzel to be a hardcore princess with curves and wild thick hair. This challenges the stereotype of the original fairy tale where Rapunzel is depicted as a submissive beauty wanting to be saved by her prince. These narratives and portrayals of beauty are rooted in outdated cultural practices and norms, which don’t have much place in today’s society.
The packaging is utilized to tell the new story of Rapunzel and thus becomes the narrative. This project was about breaking the traditions, the norms and the stereotypes not only by retelling the fairy tale but also in the execution of design and packaging.
Above: Front and back of hair grooming products: 2 in 1 shampoo & conditioner - for the kickass girl on the move, Deep hair mask - for the strong & fearless girl, Detangler - for the girl that can't be tamed.
Above: Messy illustrations for small boxes that hold the hair grooming products. These boxes fit inside the main box and complete the illustration.
