how we did it
Big Idea
"CLAN/we embrace your self-love" — curls of any texture, shape, and character are a source of pride. We are all part of one clan
Positioning
CLAN is a "curly clan" that understands, supports, and inspires. Different curls — one clan
Visuals
Colors: A vibrant palette with an emphasis on purple, lilac, and light yellow. It conveys energy, individuality, and joy, and differentiates the brand from the standard "natural/beige" category codes
Typography
Ristretto Pro — for bold headlines and accents. Manrope — as the base font for digital and packaging. Support for playful hand-drawn graphics that reflect the dynamics and movement of curls
Visual language
Lively, emotional photography; emphasis on natural people, different hair types, and individuality; Graphic elements in the form of "curls" and "curls."
Tone of Voice
Friendly, supportive, easygoing
Speaks to the audience in a common language ("we/you" instead of the formal "you")
No pressure, but inspirational: "curls are strength, beauty, and character."
Content and Channels
Social Media — visual templates for posts, stories, highlights; slogans ("Curls just wanna have fun," "One clan, one clap")
Packaging — playful design, large typography, bright color blocks
Marketplaces — product cards with an emphasis on simplicity and convenience ("enjoy and click" as part of brand communications)