The Curl Co
YEar
2025
Service
Packaging
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 also competing with the information consumers needed most. Product names, benefits, and key callouts were difficult to read at a glance, making it harder to distinguish between products. As the brand aimed to expand into new markets and competitive ecommerce landscapes, the brief wasn't to redesign the brand but to rethink its narrative for better recognition and communication.
THE WATCH EXPERIENCE
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 also competing with the information consumers needed most. Product names, benefits, and key callouts were difficult to read at a glance, making it harder to distinguish between products. As the brand aimed to expand into new markets and competitive ecommerce landscapes, the brief wasn't to redesign the brand but to rethink its narrative for better recognition and communication.
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The opportunity was clear: retain the brand's recognisable language while increasing clarity of information and enabling larger product expansions. Our approach was built around clarity. Redesigning for packaging visibility while establishing the brand's value proposition, thereby driving stronger e-commerce performance. The result is a packaging system in which every element has a clear role: colour builds recognition, the curve retains brand memory, and typography delivers product clarity.
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