The aim of this project was to create a complete haircare line designed specifically for curly hair under the brand Good curl. From the very beginning, the brand identity was built around joy, playfulness, and confidence. The Good curl logo itself is not just a typographic solution — the words are arranged in such a way that they form a smiling little face. This cheerful character symbolizes the happiness of a person who embraces and celebrates their curls.

Color plays a key role in communicating this message. The palette combines pink and red, a pairing that feels both soft and energetic. Pink brings in associations of tenderness, femininity, and care, while red adds vibrancy, self-confidence, and bold expression. Together, they reflect the balance of nurturing care and the empowering energy of individuality.

To reinforce this message, each package carries the unifying slogan: “created with curls, coils, kinks and waves in mind.” This phrase celebrates all hair textures and communicates inclusivity, making every customer feel that their unique curl pattern is not only recognized but truly valued.

The playful face from the logo is extended across the packaging design, cleverly integrated into the product names themselves. The line is divided into two categories.

The care range includes:
– a shampoo,
– a conditioner,
– a moisture hair mask,
– a co-wash (product that merges the cleansing properties of shampoo with the softness of a conditioner).

Alongside, the styling range introduces two essentials for curly hair routines:
– a lightweight serum,
– a cream that defines and enhances curls.
To clearly differentiate the ranges, the styling products use an inverted version of the care palette, making it easy for customers to navigate the collection.

The packaging form itself also contributes to the brand story. Each product comes in a “soft square” shape — compact, practical, and modern. This design allows the products to be neatly aligned on a shelf, stacked together in a suitcase, or arranged inside a cosmetic bag. It makes the collection not only visually appealing but also functional and travel-friendly.

With good curl, design and function come together to celebrate curls with a smile.