The Wig Fairy came to us ready to refine a brand they had outgrown after 12 years in business - looking for something modern, elevated, and cohesive, without losing the identity their audience recognized.

We approached the rebrand keeping this in mind, preserving key elements like their signature blue and refining it into a softer, more sophisticated palette, layering complementary blues and neutrals to align with their new storefront. The logo was reworked into a clean inline mark, keeping the classic serif structure while removing dated ornamentation.

We introduced a new minimal fairy icon focused on shape over detail to avoid anything childlike, and built the brand out further with intricate patterns and illustrations designed to elevate tactile moments like packaging and in-store experiences.

For the website, we reorganized the full customer journey - refining the navigation, copy, and service paths. We also brought in subtle motion inspired by fairy wings, as well as in-person video moments, a countdown for their next pop-up, integrated appointment bookings, customer reviews, and tutorials. The full brand and site now reflect the in-person experience they’re widely known for online.