Erin and Mae Co.

Blending wisdom and heart, the brand is calm, clear, and quietly confident. Focused on empowering women with trustworthy, no-fluff guidance on toxin-free living, the tone is grounded in care, always choosing warmth over pressure, and clarity over overwhelm. It feels like a friend who just gets it— because she’s been there, too.

Brand persona

Erin and Mae Co is a clean hair and skincare brand on a mission to help women reduce their toxin load without compromising on what actually works. Formerly known as No Poo Products, the brand underwent a full rebrand to reflect what’s always been at its core: a mother’s desire to create safer, honestly organic products for herself, her children, and the women walking a similar path.

The rebrand centered on grounding the brand’s purpose in clarity and connectio, refining its mission, values, and tone of voice while crafting a visual identity that feels warm, trustworthy, and rooted in family. The new name, Erin and Mae Co, honors the story behind the brand while staying true to its promise: transparency, holistic care, and results that glow from the inside out.

What emerged is a brand that feels personal, thoughtful, and ready to lead with integrity in an industry still clouded by greenwashing.

the case study

A complete rebrand including brand strategy, and visual brand design focusing on intentional color palette, font selection and logo variation family that felt like an evolution of the original brand.

Product label design that gave the product line up an elevated and refined look for customers to love sharing on social media, and catch the eye of potential stockists.

deliverables

Elements that shaped the experience