Creating a customer-led haircare brand in a category built on curl-type charts.

The challenge

Curly-haired customers had been let down by big brands treating their hair as an afterthought for years, so the packaging had to earn trust with a community that no longer took claims on-pack at face value.

What we did

Brand Strategy

Visual Identity

Brand Design

Packaging Design

Clichés we rebelled against

Curly haircare brands typically lean on numbered curl-pattern systems and swirl or spiral iconography to signal expertise, alongside straightforward product photography rather than any illustrated sense of the people the product is for. It’s a category that talks about curl type more often than it talks to the person underneath it. This is a pattern inferred from the wider curly-haircare aisle rather than confirmed against a specific named competitor pack.

The approach

We used a series of illustrated women with different curl types instead of a curl-classification chart, so the brand spoke to real people rather than a hair-typing system. Fun typography and bold colour carried the laid-back tone the brand wanted, and the illustrations gave the identity a way to stretch across touchpoints without needing new photography each time.