curl care, plant powered
This is Flora & Curl. A sustainable curl care brand, powered by plants.
Their mission is to be the most popular plant-powered hair care brand for healthy textured hair.
- Client / Flora & Curl
- Work / Visual identity
- Year / 2023
Following her own struggles with complicated hair care routines, founder Rose Ovenshi launched Flora & Curl in 2017 to simplify and demystify the world of textured hair care. She successfully moved the business out of her mum’s kitchen and onto the high street but needed support helping the brand grow.
a refresh
a refresh
We based Flora & Curl’s new visual identity around a widely shared consumer truth: curls need care. The relationship between a person and their curls can be complex. It just isn’t enough for brands to be functional in this category, leaving space for a reliable, trustworthy companion. The creative idea driving this project, Curl’s Best Friend, encompasses the product truth – being a beautifully simple, naturally-derived regime for all curls, coils and waves – but also a category need; to simplify curl care so it can be joyful, not stressful.
creative idea
There’s no attempt to be the ‘scientific expert’ voice here.
Natural curls thrive with natural care.
Our evolved new brand mark for Flora & Curl embodies the core product truth - we’re both a friend to your hair, and a friend to the planet. In its beautifully simple rounded form, it recalls the curl definition while suggesting a harmonious, uncomplicated relationship between our consumers and their hair. By owning this bold confident leaf green brand colour, we’ve cued ‘naturals’ without relying on clichés.
execution
By using gentle pastels as key variant colours, we departed from the previous design’s colder, more expert use of white and aligned with the macro trend for friendlier use of colour, Dopamine Beauty. Using joyful colour drenching for each variant, we lifted Flora & Curl into a more soothing space that would resonate with Gen Z.
Our updated pack design brings joy to the brand story and reinforces the products efficacy through beautifully contemporary use of colour, ingredient illustration, messaging and layout. As part of the brand’s commitment to sustainability this rebrand saw the packs move from plastic bottles to aluminium, using 90% less plastic.
