clan hair care

client
clan hair care
date
2025
services
strategy
branding

clan hair care

client
clan hair care
date
2025
services
strategy
branding
project overview
about

CLAN is a cosmetics brand for curly hair

task

Develop a positioning and visual identity for a new cosmetics brand that:

highlights the uniqueness of the product for different curl types (from waves to tight afro);

creates an emotional connection with the audience and a community effect;

allows the brand to stand out in the competitive haircare market

solution

We developed positioning and visual identityfor a new cosmetics brand for curly hair

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)

Difficulties

Category competition: numerous "natural" brands with similar visual aesthetics. Need to unite different curl types into a single message

How We Decided

Expanded the brand beyond the product → focused on community and identity

Moved away from neutral palettes to bright and bold visuals to stand out

Created a flexible identity system for all channels: from jars to Instagram

Unusual finds

The concept of "CLAN" as a community → brand = family of curly people

Use of cheeky and meme-worthy slogans ("One clan, one clap," "Curls just wanna have fun")

Visual language that combines the aesthetics of fashion photography and friendly everyday life

result

CLAN received:

A vibrant and recognizable visual style that stands out in the haircare category

A brand concept built around the community, not just the product

A strong digital platform (SMM templates, packaging, tone of voice, marketplaces)

An emotional platform that transforms the brand into a "curly clan."

get in touch

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WE CREATE STRONG BRANDS AND MAKE THEM STAND OUT IN THE DIGITAL WORLD

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© 2025 Fands agency. all rights reserved

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