Curlier Curls is a multi-brand online store specializing in curly hair products located in Saudi Arabia.

After developing a new type of product, the brand’s Instagram exploded, and the number of followers and sales grew a lot. With this growth, the company decided to rebrand, modernizing the logo and the entire visual identity.

Based on the type of product sold by the brand, the new logo was designed with a curly typeface. In a modern way, the fitting of the letters was carefully designed so, the logo would flow like the curls of the hair.

All visual identity is base on the curves of the logo. The colour palette was also rethought and conceptualised according to skin tones. In addition to flat colours, gradients complete the palette, mixing colours and bringing more light and movement to the pieces. With the curves of the logo, a pattern was also created and helps to compose the visual identity, especially in the boxes and delivery bags.

The packaging, also developed by St.Branco, was a separate project. Their graphic design also explores the logo’s curves and new colour palette. Packaging comprises a line of 10 products. Shampoo, conditioner, hair fixing and defining cream, anti-frizz, in addition, ointments for daily use. Products are available in 3 different fragrances, Coconut & Hibiscus, Shea butter, and Coconut.

Other pieces are also part of the deliverables, such as bags, cards, gift cards, t-shirts, etc. Digital pieces were also developed for the brand, banner ads, posts, stories.