Twisty haircare
branding
packaging design
illustration
product direction
branding
packaging design
illustration
product direction
The challenge: A curly-hair brand needed an identity that broke from the industry's straight-hair-as-default beauty standard—celebrating curls as energy and self-expression rather than something to be "fixed" or tamed.
The thinking: Built the brand—naming included—around movement and unapologetic joy rather than the soft, apologetic tone curly-hair marketing often defaults to; bold monolithic packaging and lyric-riffing names ("Wave Me to the Moon," "Curl on Me") carried the same energy as the product promise.
The result: A distinctive, joyful brand identity for cosmetics that are up to 98% natural and made and packaged entirely in Poland—self-love and diversity built into both the message and the supply chain.
Explore the brand ->
The thinking: Built the brand—naming included—around movement and unapologetic joy rather than the soft, apologetic tone curly-hair marketing often defaults to; bold monolithic packaging and lyric-riffing names ("Wave Me to the Moon," "Curl on Me") carried the same energy as the product promise.
The result: A distinctive, joyful brand identity for cosmetics that are up to 98% natural and made and packaged entirely in Poland—self-love and diversity built into both the message and the supply chain.
Explore the brand ->
