Consumers often use a toothbrush as a makeshift tool for edges and baby hairs, despite tools already existing in the market. But it highlighted an obvious opportunity for growth for Ruka, a Black-women-owned hair care brand.
To bring their idea to life, they worked with creative design studio Blond to design the EdgeSlick.
This styling comb is designed specifically for baby hairs and edges and comes with refillable heads. The product is Ruka’s first styling tool in the lineup and the first refillable tool on the market.
“We briefed Blond on creating a product that we wanted our consumers to feel proud to have out on display and to become part of their beauty ritual,” said Tendai Moyo, CEO and co-founder of Ruka. “It was important that it appeared stylish while remaining timeless.”
Beyond the comb being sophisticated and refined, the packaging system also reflects those sentiments. Created from recycled pulp, the boxes are sleek and straightforward. The brand’s bold logo appears on the center-front of the packaging, while pink and green stickers add a pop of color. Once opened, the comb sits beautifully inside, resembling a high-end tech product that’s perfect for display on a home countertop.
“Two key considerations drove the design of the packaging; an elevated unboxing experience and sustainability. The box opens along one side, much like a book, and proudly presents the EdgeSlick to the user, further reinforcing the design narrative; the celebration of the ritual of edge-styling,” stated James Melia, founder and creative director of Blond. “The box gets made from sugarcane pulp, and the sleeve wrap is uncoated card—making the packaging 100% recyclable and, in the right circumstances (if shredded), compostable at home.”
The packaging design is elegant, allowing this product to make an impact and prove that redesigning the wheel isn’t necessary.
