Wrapped

Brand strategy and positioning for a premium headwrap brand built around hair health.

Project Snapshot

Client: Wrapped

Work: Brand Strategy, Positioning, Messaging, Creative Direction

Deliverables: Positioning + audience clarity, whitespace definition, brand narrative, core values, visual direction + brand guidelines

Role: Brand Strategy • Positioning • Messaging • Creative Direction • Copywriting

The Brief

Wrapped needed a brand foundation that could do what the product does: hold beauty + function in the same hand. The goal was to sharpen the brand’s place in-market, clarify who we were speaking to, and build a messaging system that makes hair health feel like a lifestyle, not a lecture.

Scope of Work

  • Defined the primary customer and the cultural context the brand needed to show up inside, with specific focus on Black and brown women who are too often overlooked by traditional “healthy hair” narratives.

  • Identified the strategic opening: healthy-hair-first headwraps. Not just accessories, but a daily ritual that supports hair habits while still looking premium and editorial.

  • Built the brand’s central belief system: turning up the texture while hailing hair health above all.

  • Created a voice that’s inclusive, confident, and emotionally resonant; grounded in care, pride, and self-expression.

  • Translated strategy into a full brand foundation: story, values, visual direction, color story, and logo guidance, making it easy to execute consistently.

The Whitespace

Headwraps often get positioned in two lanes: purely aesthetic fashion or purely functional protection. Wrapped had the opportunity to own a third lane: premium wraps designed with hair health in mind, created with intention in California by a licensed cosmetologist.

  • From cute accessory → functional beauty

  • From one-size-fits-all → built for texture

  • From hair care only lives in products → habits create lasting hair health

  • From generic wellness language → culturally fluent care

Finally, a wrap that can do both.

Positioning Made Simple

TARGET

Everyone deserves to be wrapped in love — with a deliberate focus on creating healthy hair habits for Black and brown women who are often overlooked and undervalued.

Positioning

Wrapped is a premium headwrap and hair accessories brand built at the intersection of beauty, functionality, and hair health.

Brand personality + POV

Inclusive, authentic, and unapologetically proud. Rooted in the belief that hair health comes first, always.

Brand Promise

Wrapped makes hair health feel like well-deserved love. It’s premium by design, intentional in execution, and built to celebrate texture rather than manage it.

The language was designed to feel like a cultural nod and a personal affirmation at the same time: confident, warm, and direct. A brand you can trust, and a brand you can wear.

We believe that all hair types and textures deserve to be wrapped in love.

Creative Direction

The visual system leans earthy, soft, and minimal. Elevated neutrals, editorial lighting, and texture-forward styling that makes the product feel premium without losing its intimacy.

Strategy in Action: Key Excerpts from the Brand Book

Brand story slide for Wrapped stating "Texture deserves intention". It details the brand’s origin by a licensed cosmetologist and its commitment to hair health and elevated form for women historically overlooked.
A five-tier Brand Pyramid for Wrapped. Tiers include: Attributes, Functional Benefits, Emotional Impact, Brand Belief ("Hair care is self-respect"), and Core Truth ("Texture deserves intention").
A quadrant chart defining the brand personality for Wrapped: Confident (direct), Warm (affirming), Elevated (polished), and Rooted (speaks to lived experience). Each section lists specific tonal traits.
Strategy slide for Wrapped, a premium headwrap brand. Includes positioning statement, audience experience, brand promise, and category POV alongside a minimalist illustration of a Black woman in a headwrap.

The Outcome

  • Clarified what Wrapped stands for and how it wins: healthy-hair-first, premium, culturally fluent.

  • Built a messaging foundation that can scale across product, site, social, and campaigns.

  • Translated strategy into a usable brand system: story, values, toolkit, color story, and logo usage.

The Bottom Line

When you claim a real whitespace, everything gets easier: product storytelling, creative direction, and customer trust all start pulling in the same direction.

Want this level of clarity for your brand?

I partner with founders and teams, both as a strategic partner and in-house, to build clear positioning, messaging, and go-to-market foundations.

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