The Curl wordmark in green beside a model with long wavy hair against a pink wall

Curl — branding & packaging

The challenge

Create a brand identity and packaging design for Curl haircare.

The brand wants to make choosing products for healthy hair a simple and easy process. This should be reflected in the packaging.

The solution

A colour combination of rose, emerald and cornflower creates a feminine tone to the brand.

The soft typeface suits the colours to a tee, and comes together gloriously in the packaging, which is carefully designed to create an easy choosing process.

Curl colour palette: Rose f7879a, Cornflower 6991CB, Emerald 5BBE87 and Paynes Grey 231F20
Colour palette
Curl typography specimen using Krub in bold, semibold and regular
Typography — Krub
The three Curl conditioner cartons stacked — cornflower for curly hair, emerald for coily and rose for wavy
Conditioner range — one colour per hair type
Side of a Curl carton reading Confident. Conscious. Curly.
Slogan side
Side of a Curl carton carrying the Our Story copy
Story side
Back of a Curl carton with the barcode, recycled and Australian made marks
Back of pack