Curlsmith

Curlsmith
A new global brand visual identity system and packaging architecture for a textured hair care brand.

Challenge
Curlsmith had drifted from the reason it existed in the first place, with no strategy holding the next decision to the last one. In textured hair care that's expensive. The audience can tell instantly whether a brand actually knows them, and when a brand stops sounding like itself they notice long before anyone internally does.

Solution
Went back to the root of the brand and rebuilt the strategy, then used it to course-correct everything downstream, across multiple campaigns and ultimately a full rebrand. Partnered with one of my senior designers on a new visual identity system and packaging architecture, built as a system rather than a set of layouts, so a growing line has room to grow and the brand stays recognizable across markets. Full brand refresh, currently in development.