About our Work

Commissioned by Aveda in 2018, McGregor was tasked with reimagining the brand’s core haircare packaging to bring renewed clarity, modernity, and cohesion across its extensive portfolio. Drawing upon Aveda’s existing DNA—rooted in nature, wellness, and sustainable beauty—McGregor developed a unified system that simplifies form and strengthens brand recognition. The new architecture refines every touchpoint: softened cylindrical profiles balance functionality with tactility, while consistent proportions and subtle detailing create visual harmony from bottle to jar. The result is a timeless evolution—honoring Aveda’s heritage while projecting a modern, eco-conscious sophistication that feels both elevated and enduring.