Private Haircare · Germany
A complete brand and e-commerce relaunch for a premium German haircare brand — from strategic concept to final screen. Led solo as Graphic Design Lead, coordinating a team of five across all print and digital touchpoints.
NEWSHA private haircare is a German premium haircare brand with strong salon affinity and a growing direct-to-consumer presence. With the launch of new product lines across haircare, styling, bodycare and men, a strategic problem emerged — the printed materials had already received a new, luxurious look, but the website lagged behind both visually and structurally.
A full relaunch was necessary — not a facelift, but a system restart. The goal was to align the digital presence with the premium print brand, increase online conversion and establish a scalable design system for future product launches.
"Consistency between print and digital was not optional — it was the prerequisite for a credible premium positioning."
The briefing came directly from the department head and CEO. I translated it into a full concept and led the execution across all touchpoints — from the website to national print campaigns, magazine ads, POS and international product packaging.
I led and executed this project with full autonomy. The strategic framing, conceptual decisions and all visual output came from me. I coordinated and led a team of five, ensured brand consistency across the entire team, managed deadlines for production companies, aligned purchasing, and oversaw production abroad — personally approving print at the press.
The primary target is a styling-conscious woman aged 20–35, quality-driven and willing to pay premium prices. She first encounters NEWSHA through her hairdresser and continues purchasing online. Her expectations of the website are high — it needs to match the premium experience of the salon and the product packaging.
Two secondary personas were identified: Sophie, a loyal customer with high cross-sell potential in Body and Home, and Max, an aesthetic-conscious man who discovered NEWSHA Men through his hairdresser.
Typography: Playfair Display for all editorial headlines — communicates heritage, quality and femininity. Montserrat for UI labels and navigation — clarity and modernity. Together they reflect the two core values of NEWSHA: premium craft and accessibility.
UI Principles: Zero border-radius throughout — architectural, editorial feel that positions the brand closer to fashion and luxury than typical DTC beauty. Generous whitespace as a design element — less per screen means higher perceived value per element.
The redesigned website is today live at newsha.de. The design I created has been adopted in full — from the visual hierarchy and typography system to the product presentation and campaign imagery. Below are screenshots of the live site.
The NEWSHA relaunch extended far beyond the website. I was responsible for the complete print ecosystem — from product packaging and POS materials to national campaign posters and magazine advertisements in publications including Jolie, Boote and others. Every piece was personally approved at the press.
The product photography was elevated to high-quality pack shots with consistent lighting and staging — directly reflecting the premium price point. Campaign materials were printed nationally and distributed to salons, retail locations and published in major German lifestyle magazines.
The relaunch created a consistent premium experience across all digital touchpoints — from the first salon visit to the online purchase. The design I created has been fully adopted and remains live at newsha.de today.
"Precision by design. Instinct by nature."
— Alina Korth · Senior Brand & UX/UI Designer