CÉCRED PEN
Exploring and analyzing how a brand’s language can be translate into a writing utensil.
Solo Project
5 weeks
2025
Advisor | Kevin Shankwiler
How can a pen embody the values of Cécred while remaining refined, functional, and intentional?
This project translates the visual language and brand ethos of Cécred into a handheld object. Through controlled geometry, proportion, and material choice, the pen communicates care and strength without excess, expressing luxury through restraint and clarity rather than decoration.
Cécred is a haircare brand by Beyoncé focused on restoring and strengthening hair through nourishing, science-backed formulas.
What is Cécred?
Clean, elevated visuals, primitive forms
Faux stone textures, embosses logo
Neutral/muted color palatte
Signautre Elements
Brand Dna
Hair is sacred
Effective and science based care for everyone
Honoring cultural rituals while innovating
Personality
Rooted in Beyoncé’s story
Especially resonates with Black hair culture
Premium hair-care at an attainable price-point
Design Approach
Fusion
Combining tradition with science
Transparency
Personal videos of Beyoncé & others using the products
Clear communication on ingredients with photos
Mapped major haircare brands by their visual expression
Cécred blends scientific credibility with emotional ritual
Performance and spirituality communicated through clean geometry and materiality
Guided my design direction toward controlled forms with sensory depth
MARKET POSITIONING
PROPORTION STUDY & Ideation
Analyzed bottles and hair accessories to understand signature ratios, curves, and balance
Provided insights on pen’s cap and body
Combined the strongest concepts from my freeform sketches with more traditional “pen-like” structures
Adjusted form and taper, to balance scientific precision with ritualistic strength
Combined ideas from my annotations to create final design
