Curlsmith
Logo design, brand identity /
Creative Direction for package design + video.
The goal of this project was to take an existing product and reimagine its packaging design.
Curlsmith is a haircare brand with a natural, organic aesthetic. Despite its foundational strengths, the brand's existing packaging appears to lack distinctive character, narrative depth, and innovation—elements crucial for differentiation in the highly competitive beauty industry.
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I established my concept for the brand by developing a mood board which encapsulated my vision of an ethereal, liminal dreamworld, accentuated with soft, pastel hues.
I was inspired by milk baths, and milky waters of Icelandic hot springs that I visited as a teen, soft pink & lavender sunsets, frosted glass textures- but moreover, I wanted to capture a feeling of being in a dream, where things feel surreal and enigmatic.
I began with a comprehensive rebranding phase, which involved the creation of a series of cleaner, sleeker logo iterations, and a light + bright color palette, refined to resonate with the revamped brand vision.
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I created a sketch and preliminary render of my package design concept, and with the help of a 3D animator, brought the vision to life to fully represent the concept.
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The mood board above encapsulates the brand look & feel, while the mood board on the left shows packaging aesthetic direction. Conglomerating examples that I am drawn to, the mood board is defined by delicate, monochromatic color schemes, frosted textures, and unique shapes, and I wanted to incorporate those elements in my packaging concept.
original packaging
initial sketch
initial render
Ultimately, my branding concept led to the design of a jar that breaks from convention with its curvaceous, bubble-like structure and layered dimensions. This innovative design not only serves a practical purpose but also encourages consumers to retain and repurpose the container, aligning with sustainable consumption practices.
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The new logo design aims to mirror the simplicity and elegance of the updated packaging, ensuring a cohesive brand identity that aligns with Curlsmith's refreshed brand narrative and aesthetic appeal.
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This project represents a harmonious blend of imagination and strategic design, aiming to redefine the consumer experience by introducing them to a visually and tactilely engaging product that stands as a testament to the brand's evolution and commitment to innovation.