Clean Curls®
Clean Curls® is a family hair care brand created to celebrate and enhance the natural beauty of curly hair. Its modern, non-toxic approach tackles frizz, dryness and lack of definition, and the seven-product range spans shampoos, conditioners, styling products and treatments, all free from sulphates, parabens and phthalates.
WHAT WE COLLABORATED ON:
- Brand Vision
- Brand Identity Design
- Packaging Design
- Print Design
- Graphic Design
- In-Store POS Graphics
- Social Media Assets
- Digital Design Elements
- Range Roll Out
The Challenge & Design Approach
Clean Curls® set out to build a brand that appeals to families with curly hair while staying modern and cool enough to resonate with Gen Z. The challenge was to balance a playful, retro-inspired personality with a more elevated, contemporary shelf presence. It had to feel premium yet approachable, hold its own in a competitive retail environment, and work consistently across a full product range.
Together we developed a vibrant pastel colour palette that combines playful elements with clean, modern lines. The logo captures the fluidity of curls through retro-inspired typography, adding movement and personality. Hand-drawn illustrations of curls and natural ingredients reflect the brand’s non-toxic, family-friendly ethos.
The result is a cohesive packaging system built from colour, typography and hand-drawn graphic elements. Each product keeps its own character while remaining instantly recognisable as part of the same family. The same elements carry across every touchpoint, from packaging and in-store POS to promotional story cards, online banners and digital assets.
Artwork & Production
Beyond the design, I managed the artwork for the full range. I developed the shampoo as the master design, and once approved, adapted it across the conditioner, leave-in & curl, curl custard, detangling water, deep conditioner tub and oil. Each format needed its layout, type and barcode resized and repositioned to suit its own dimensions, keeping copy legible for the consumer and barcodes scannable.
Artwork was built to the printers’ cutter guides and supplied print-ready with crop marks and 3mm bleed, in Pantone colours on gloss labels. I worked from the client’s approved ingredient and legal copy, and handled proofing and approval with the printer and client directly.
Outcome
Since launching in early 2024, Clean Curls® has grown steadily into one of the most recognisable names in UK curl care:
- Superdrug: store distribution has grown by 176% since launch, and Clean Curls® can now be found in nearly half of all Superdrug stores, as well as online.
- Ocado: joined in November 2024, giving the brand a place with the UK’s dedicated online grocery retailer.
- Debenhams, Boohoo and PrettyLittleThing: joined in May 2026, extending the range into department store and fashion retail.
It’s proof of a packaging system built to perform on a real retail shelf, not just in concept. The playful but premium identity has helped bring simplified, non-toxic hair care to a much wider audience, delivering on the brand’s mission of affordable, clean and effective curl care.
“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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