project overview
Project
CLAN — a cosmetics brand for curly and wavy hair
goal
To develop a digital strategy, build clear brand
positioning, and refresh the visual identity to increase
the brand's visibility in the CIS market
Solution
We reimagined the brand's name, making it the
cornerstone of the new identity and positioning.
CLAN represents a supportive community for
curly-haired individuals —freedom to be yourself,
playfulness, love, and care
How we did it
CLAN is all about self-love and embracing your curls. We built the brand
around the idea of acceptance: every texture, curl, and shape is a reason
for pride
We introduced a vibrant visual style in purple and light yellow.
The typography is as dynamic as curls themselves: bold headlines, freeform
shapes, and lively handwritten graphics
The photography style focuses on authenticity, with no stiff poses
—just real people and real curls. The brand's tone of voice is friendly, warm,
and humorous
The packaging and social media speak the same visual language: a playful
design with bright color blocks and simple, effective cards
for marketplaces
Challenges we faced
How we solved it
We elevated the brand beyond just a product, focusing on
community and identity
Key Innovations
The concept of CLAN as a community, as if the brand was
gathering a "curly family."
how we solved it
Bold, meme-worthy slogans like"Curls just wanna have fun," "One clan. One clap,"and"Get your clan on and scrunch!"as part of the branded communication
A blend of stylish photos with a twist of effortlessness
Results
CLAN gained a distinctive visual style that's impossible to confuse with others—vibrant, confident, and full of character
Its digital channels were built from the ground up, from social media visuals to packaging and marketplace presence
And most importantly: the brand no longer just sellsa product; it fosters a community, speaking to it in an authentic and unique voice
CLAN has become the ultimate "curly clan" you want to belong to
