The Curl CoPackaging redesign & visual hierarchy

Rethinking the packaging narrative for better recognition and communication, without redesigning the core brand.

Category: Beauty & Personal Care
Market: Global
Services: Packaging
Stage: Relaunch
Year: [2025]
Website: thecurlco.com

The Curl Co branding & packaging highlight

Rethinking the packaging narrative

The insight

The Curl Co had a vibrant and recognisable packaging language. Its bold colours and signature curve gave the brand strong recall, but the same visual elements were competing with the information consumers needed most.

Strategic foundation

The brief wasn't to redesign the brand but to rethink its narrative for better recognition and communication. We focused on bringing product names, benefits, and key callouts to the forefront.

Audience

Consumers navigating new markets and competitive ecommerce landscapes where readability at a glance is critical.

Packaging architecture

Recognition and communication

Colour builds recognition, the curve retains brand memory, and typography delivers product clarity.

Signature build · 01

Our approach was built around clarity

Problem

The Curl Co's original packaging was vibrant and recognisable, but key information like product names and benefits were difficult to read at a glance, making it harder to shop.

Opportunity

Retain the brand's signature bold colours and curve while increasing clarity of information to enable larger product expansions and better e-commerce performance.

Result

A packaging system in which every element has a clear role: colour builds recognition, the curve retains brand memory, and typography delivers product clarity.

DIGITAL & E-COMMERCE DESIGN

Packaging logic, carried through to the product page

The same information hierarchy from the pack was rebuilt for the product detail page, so the brand reads consistently whether it's held in hand or scrolled through on a phone. One voice and one visual system, carried across every surface a customer meets The Curl Co on.