Standing out in the market as a premium positioned brand, it was important to contrast SwirlyCurly's playful name with visual cues that reinforce the brand’s high quality products while avoiding typical – and often obvious – approaches to natural haircare branding and packaging.

The solution: Creating a visual strategy that celebrates SwirlyCurly's fresh, premium and creative approach to solving haircare challenges, using sophisticated choices – mirroring their audience’s lifestyle.

Using a sophisticated, energetic color palette and personable messaging across packaging and collateral, SwirlyCurly establishes itself as a premium, bespoke brand.

Further extending the brand’s considered approach, a custom set of icons was developed to illustrate several of SwirlyCurly’s distinguishing product features.

The brand’s website was designed to feel fresh, modern and sophisticated – connecting with customers using an approachable and knowledgable tone and fully embodying SwirlyCurly’s motto: "Together, we are proud. We are beautiful. We are Natural. We are SwirlyCurly!"