The Evening

Project Description

To launch Go Curls, a haircare brand for people bonded by their lively locks, we created an equally expressive identity system. Our efforts began with the creation of a logo inspired by the kinetic bounce of a curl. We captured an energetic vibe in graphics and textures while bringing a touch of elegance through color and typography. We developed an iconography system and thoughtfully applied it to the front of pack so shoppers could easily find the product best suited to them. These elements and more went into a comprehensive and strategically-rooted Go Curls brand book that can be used to ensure consistency and pave the way for future growth.

Services

Industry

Impact

Zero Plastic

Designed with zero plastic from the start. While over 60% of personal care packaging globally relies on single-use plastic, our shampoo bars use 100% cardboard packaging—eliminating plastic waste at the source and aligning with the growing consumer shift toward genuinely sustainable beauty.

$10B

Massive Market Blindspot

Hair care formulated for textured hair remains under-represented. Although Black consumers and consumers with textured hair account for a large share of hair care demand, fewer than ~10% of mainstream hair care brands are specifically formulated for curl diversity. Go Curls intentionally fills this measurable gap with products built for textured hair, not retrofitted afterward.

$80B

Untapped Market

Black consumers represent a disproportionately high share of beauty dollars. In the U.S. alone, Black consumer spending in beauty and hair care categories exceeds $80 billion annually, indicating a significant economic opportunity for brands that authentically serve this audience and earn trust through representation and performance.

70%

Sustainable Packaging

Customers overwhelmingly prefer sustainable packaging. Surveys show that more than 70% of buyers prioritize brands that use sustainable packaging and are willing to pay a premium for it. Go Curls’ plastic-free design directly responds to that demand, strengthening both market relevance and long-term loyalty.

The Work