Ookii is a (fictional) high-end, clean haircare brand with an aim to educate consumers. It is targeted at women who either want voluminous hair, or want to tame their luscious locks. The logotype is derived from a condensed, sans serif font that evokes “ookii”ness, while the balanced strokes & smooth curves convey the sleekness of the product. The fresh & light color palette is a visual metaphor for the purity of the product and their clean ingredients. Consumers can visit the website and learn about the main ingredients that make up each product, and why they are beneficial.