HeyBro is a new men’s hair loss product that’s sold exclusively online in China. The direction of the brand was to appeal to younger men in a confident, bold and fun way. The product photography utilized models that conveyed a strong and exciting emotion with the focus being on big fun hair. Kern developed the first series of packaging designs that included shampoo, a spray and RX pills. After packaging design was created a product photoshoot was conducted along with both Asian and foreign models for use in future advertising campaigns and e-commerce websites. Kern provided the photo art direction, styling and staging along with assisting in male model selections. The final part of the brand identity included correcting the existing client logo by updating the typography and kerning, website concept design direction and brand guidebook development.