The Evening

Project Description

To launch Go Curls, a community platform for women bonded by their lively locks, we created an equally expressive identity system. Thoughtfully housed in an extensive brand book, our efforts were focused on creating a logo that captured the essence of this group. We landed on a mark that was inspired by the kinetic bounce of a curl. We created a powerful package design system, inspired by the hair types and textures of their audience. From waves to coils, we captured a kinetic vibe in graphics and textures while bringing a touch of elegance through color and typography. We created an iconography system and thoughtfully applied it to the front of pack so shoppers could easily find the product best suited for their hair. We also crafted the rest of the system—rooted in strategy, from color to typography, and everything in between.

Services

Industry

Impact

Zero Plastic

Designed with zero plastic from the start. While over 60% of personal care packaging globally relies on single-use plastic, our shampoo bars use 100% cardboard packaging—eliminating plastic waste at the source and aligning with the growing consumer shift toward genuinely sustainable beauty.

$10B

Massive Market Blindspot

Hair care formulated for textured hair remains under-represented. Although Black consumers and consumers with textured hair account for a large share of hair care demand, fewer than ~10% of mainstream hair care brands are specifically formulated for curl diversity. Go Curls intentionally fills this measurable gap with products built for textured hair, not retrofitted afterward.

$80B

Untapped Market

Black consumers represent a disproportionately high share of beauty dollars. In the U.S. alone, Black consumer spending in beauty and hair care categories exceeds $80 billion annually, indicating a significant economic opportunity for brands that authentically serve this audience and earn trust through representation and performance.

70%

Sustainable Packaging

Customers overwhelmingly prefer sustainable packaging. Surveys show that more than 70% of buyers prioritize brands that use sustainable packaging and are willing to pay a premium for it. Go Curls’ plastic-free design directly responds to that demand, strengthening both market relevance and long-term loyalty.

The Work