Cécred Hair Tools
Role: Art Direction, Product & Experience
2022-2025
Client: Cécred, Kirby Beauty LLC
Cécred Hair Tools
Art Direction, Product & Experience
2022-2025
Client: Cécred, Kirby Beauty LLC
Beyoncé envisioned Cécred as a meeting point between science and ritual, where advanced innovation lives alongside practices passed down through generations. When the brand decided to extend this philosophy into tools, they came to us. The goal was not simply to create styling devices, but to extend the ritual itself.
We approached each tool as an object within that world. Something precise and intentional, engineered with care, designed to feel substantial in the hand, and built to protect, support, and transform hair through every step of the routine. The result is a collection of instruments that feels less like equipment and more like an extension of the ceremony of care.
Team — L. Claverie, W. Yee
Cécred’s branding and identity, developed by Aruliden, served as the foundation for our research. Our role focused on expanding the system into hair tools, designing products, packaging, and visuals that felt like an organic evolution of the brand.
Existing Category Landscape
Intruments of Care
Blow drying and enhanced airflow
Precision parting for clean and controlled styles
Detangling deep knots without losing volume
Even product distribution from root to tip
Each tool is finished with a precision-engineered hanging ring, designed to live seamlessly between professional salon storage and at-home ritual display. Together, the rings form a unified system, allowing the collection to hang as a cohesive set while keeping every piece visible, accessible, and ready for use.
Care is timeless.
The ritual continues,
passed from hand to hand,
from then to now.
Cécred Hair Tools
Art Direction, Product & Experience
2022-2025
Client: Cécred, Kirby Beauty LLC
Beyoncé envisioned Cécred as a meeting point between science and ritual, where advanced innovation lives alongside practices passed down through generations. When the brand decided to extend this philosophy into tools, they came to us. The goal was not simply to create styling devices, but to extend the ritual itself.
We approached each tool as an object within that world. Something precise and intentional, engineered with care, designed to feel substantial in the hand, and built to protect, support, and transform hair through every step of the routine. The result is a collection of instruments that feels less like equipment and more like an extension of the ceremony of care.
Team — L. Claverie, W. Yee