The Evening

Project Description

To launch Go Curls, a haircare brand for people bonded by their lively locks, we created an equally expressive identity system. Our efforts began with the creation of a logo inspired by the kinetic bounce of a curl. We captured an energetic vibe in graphics and textures while bringing a touch of elegance through color and typography. We developed an iconography system and thoughtfully applied it to the front of pack so shoppers could easily find the product best suited to them. These elements and more went into a comprehensive and strategically-rooted Go Curls brand book that can be used to ensure consistency and pave the way for future growth.

Services

Industry

Impact

Zero Plastic

Designed without plastic from the start. Our designs use 100% cardboard, eliminating plastic waste at the source and supporting a shift toward truly sustainable beauty.

$10B

$10B Category Opportunity

A $10B textured hair opportunity. GoCurls activated a curl-first white space with products built from the ground up.

Community First

GoCurls started as a community, not a product. By listening first, the brand was built with its audience, not for them.

70%

Sustainable Packaging

Research shows that more than 70% of buyers prioritize brands that use sustainable packaging. Go Curls’ plastic-free design directly responds to that demand.

The Work