Melbourne agency Willow & Blake named Bouf for founder Rachael Wilde and York St Brands, leaning on the Bouba-Kiki effect: the rounded ‘ou’ reads as big, heavy and full before you’ve read another word. The packaging follows through with a short, wide bottle, ribbed caps that echo thick strands of hair, a pinstripe carried across the outer box, and a saturated crimson that cuts through an aisle of creams and pale pinks. Aimed largely at postpartum women dealing with thinning hair, it swaps clinical before-and-after promises for humour.
