ROLE: CONCEPT + DESIGN: BRAND IDENTITY, PACKAGING
Cléo, a premium specialized haircare brand, offers solutions for people with curvy hair. The brand's mission is to become a partner in their consumers’ beauty routines and to champion them culturally, recognising that everyone has a unique and ever-evolving need. Serving diverse audiences with just the right amount of products and guiding consumers who feel overwhelmed by all the hair-caring solutions offered to them. Cléo is all about the journey of nourishing, caring, healing, and getting your hair back to its best form.
The new identity expressed a bold look and feel, positioning it as the brand that shifts the conversation from an impersonal experience to a more relatable and personal one.
Embodied the 'natural hair movement' as a design language. The main visual is to highlight the desired texture of a healthy strand of hair:
Taking inspiration from the curvy typeface, I developed a monogram to be used throughout the buildout of the brand. The design consists of curvy parts, represents different types of curvy hair, created a unique graphic for Cléo to be used on many touch points while preserving the essence of the brand.
Freelance project | Role: Strategy, Concept, Identity & Packaging, Brand world & Website | Private client, Singapore.
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