Cléo - Embrace the curves

ROLE: CONCEPT + DESIGN: BRAND IDENTITY, PACKAGING

How does self-care make you 'feel'?
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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 solution

Haircare as an enjoyable routine.

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:

  • Thickness
  • Shininess
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BRAND EXPRESSION

Bold & Expressive
Sleek
Sensorial
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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.

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Highlighting the 'sense'
Producing the monogram texture on packaging using different techniques - metallic embossed, debossed, creating a sensorial touch, balancing the high-end feeling with a personal expression.
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Freelance project | Role: Strategy, Concept, Identity & Packaging, Brand world & Website | Private client, Singapore.

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Hi! For any collaboration and work, feel free to reach out to my email: yuen.luu@icloud.com

+44 (0) 7542090218  |  LONDON, UK