Willow & Blake helps conceptualise Bouf brand identity with co-founder Rachael Wilde
Melbourne-based creative agency Willow & Blake, known for building culturally iconic brands from the ground up, has partnered with Gen Z beauty entrepreneur and CMO Rachael Wilde and York St Brands (YSB) to help conceptualise the brand identity of Bouf – a breakthrough haircare brand powered by patented FGF5 protein technology to disrupt the cycle of hair loss.
Bouf joins tbh. Skincare and BOOST LAB under the YSB umbrella and has launched exclusively at Priceline and Atomica in Australia, and Farmers in New Zealand.
Launching a second brand was a different experience for Wilde: “With tbh. Skincare, it was just me and my mum figuring things out. With Bouf, we had experts guiding every step. Willow & Blake understand that a brand has to make you feel something and they brought Bouf to life with so much personality.”
The name Bouf is an onomatopoeic nod to the volume and bounce Bouf promises and is punchy, fun, and unforgettable. It became the foundation of a tone-led brand identity that’s playful, self-aware, and just the right kind of chaotic.
Wilde recently shared behind-the-scenes moments from early brand development on her Instagram feed.
Says Wilde: “People want transparency. Letting them in builds trust and makes them feel part of the journey.”
Bouf’s halo audience (if it works for them, it’ll work for me) is mums experiencing postpartum hair loss; a common, under-discussed experience. While most competitors look clinical and outdated, Willow & Blake uncovered a gap for design-led branding and tone-heavy copy. No more talking to mums like babies. Bouf speaks to them with wit, warmth, and style, coining them Bouf heads.
Product names and on pack copy like Flouf Factor and ‘Va Va Voom’ embody the brand’s vibrant personality — punchy, expressive—and designed to spark joy before you even open the bottle. Visually, Bouf commands attention with a deep powerhouse red that’s bold, feminine, and ownable with custom ribbed packaging design creating a tactile and striking presence both on shelf and screen.
Says Bri Nixon, Creative Director, Willow & Blake: “Every detail had to speak to the product promise.
“The ribbing mimics thick strands of hair, and the curves are a metaphor for bounce. We wanted to create an emotional connection before you even use the product.”
Image credit: The Concierge Agency.
Director: Charles Grant. Photography: Lucy Alcorn
Want to leave a comment? Share your thoughts below, making sure to include your full name and email address. If you have a news tip or story idea, please feel free to email ricki@campaignbrief.com.