Sunlights Balayage is a new product brand developed specifically for professional hairdressers. Female owned and operated, the company aims to take on the major industry players, delivering a superior product, made in the USA, directly to hairdressers. I was engaged to work on the brand identity, to develop a unique logotype, color palette and visual system. Beginning from the initial call, the name, color and overall elements were designed to evoke a reference to the hero product, the lightener. Because balayage produces a much more natural look for highlights, the name Sunlights reflected that element. The colors yellow and white were a way to establish both a difference on the shelf, while leaning into the warmth and friendliness of the sun. The association of the brand with yellow became iconic.