Clean Curls®
Clean Curls® is an innovative family brand created to celebrate and enhance the natural beauty of curly hair. With a commitment to non-toxic ingredients and affordability, the brand offers a modern, simplified approach to hair care. It addresses the unique challenges faced by individuals with curly hair, including frizz, dryness, and lack of definition.
The product range includes shampoos, conditioners, styling products, and treatments, all free from harsh chemicals like sulphates, parabens, and phthalates. Clean Curls® empowers individuals to embrace their natural texture while maintaining healthy, hydrated, and well-defined curls.
WHAT WE COLLABORATED ON:
- Brand Vision
- Brand Identity Design
- Packaging Design
- Print Design
- Graphic Design
- In-store POS
- Social Media Assets
The Challenge & Design Approach
Clean Curls® aimed to create a brand that appeals to families with curly hair, while maintaining a modern and cool aesthetic to resonate with Gen Z audiences. The challenge was to find the right balance between a playful, retro-inspired look and a sleek, luxurious design that felt both premium and approachable.
We collaboratively developed a vibrant pastel colour palette, combining contemporary, playful elements with clean, modern lines. The logo design captured the fluidity of curls through retro-inspired typography, adding movement and a sense of playfulness.
Hand-drawn illustrations of curls and natural product ingredients were incorporated to reflect the brand’s ethos of being non-toxic and family-friendly, while injecting personality. These design elements were seamlessly applied across all touchpoints, from product packaging and promotional story cards to online banners and digital assets, ensuring consistency and a cohesive brand identity.
Outcome
Clean Curls® is not just a product line – it’s an innovative, family-oriented brand created to celebrate and enhance the natural beauty of curly hair. The design and branding reflect this mission, combining a playful, modern aesthetic with a commitment to non-toxic ingredients and affordability.
The Clean Curls® brand now stands as a trusted name in the curly hair care space, offering a simplified approach to hair care that empowers individuals to embrace their natural texture. Its non-toxic formulas are free from harsh chemicals like sulphates, parabens, and phthalates, allowing users to maintain healthy, hydrated, and well-defined curls without compromise. Clean Curls® has quickly become synonymous with quality, effective curl care, delivering on its mission to provide Affordable, Clean, and Effective solutions for curly hair.
With a vibrant, family-friendly identity, Clean Curls® is now available in well-known UK retailers such as Superdrug (in-store and online) and Ocado, bringing their innovative, non-toxic products to a wider audience. The brand’s commitment to providing accessible, effective curl care has made it a go-to choice for families seeking a clean, affordable solution to curly hair challenges.
“Because curls mean more than just hair, and clean is more than just washed.”
Sarah-Jane Crawford - Founder & CEO, Clean Curls®
Where do I begin? Working with Terri has been an absolute joy! As a founder and entrepreneur, collaborating with a designer who can truly capture and bring your vision to life is priceless. A brand’s aesthetic holds immense significance. Terri excels under pressure, consistently helping us meet every deadline. Even when the stakes are high, the quality of her work remains exceptional.
We are eternally grateful for her talent and her unwavering commitment to going above and beyond for us here at Clean Curls. Assisting us to going from idea to the shelves of the most famous UK retailers.
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