DevaCurl
05.21.2023LIVE YOUR CURLS EST. 1994
![](https://images.prismic.io/frontrow/e82e19d4-dfe1-4672-a716-534c970238ab_DevaCurl_1+VIDEO+PLACEHOLDER.png?auto=compress,format&rect=200,0,3602,2251&w=1440&h=900)
THE OVERVIEW
WITH “LIVE YOUR CURLS” WE IMAGINED A STRONG, BOLD AND EMOTIVE IDENTITY.
DevaCurl approached Front Row in early 2020 to own its expertise in curl culture with a stylist-first approach. Our objective was to re-establish DevaCurl through strategy, brand identity, packaging and messaging — providing a fresh lens and trustworthy perspective.
![](https://images.prismic.io/frontrow/2c067440-b2c5-49f1-9c6a-c390a8af023d_DevaCurl_2.png?auto=compress,format&rect=0,0,1600,2250&w=448&h=630)
INVITING STYLISTS TO LIVE THEIR CURLS.
Backed by science. Committing to sustainability. And a reformulated, better product. We reintroduced DevaCurl to the world through vibrantly green, earth-friendly packaging that gives the audience control of their own curls. Through packaging and a 360° campaign, we presented a bold, empowering message: Your life. Your Curls. Your Way.
ESTABLISHING A BOLD, CURL-PROUD IMAGE
POWERING THE PACKAGING
NEW SHAPES, NEW NAVIGATION AND NEW COLORS PROPELLED THE DEVACURL PRESENCE
From the brand’s bright green, the packaging modernized with a new energy. With a hyper focus on sustainability, we prioritized ocean waste plastics and reassessed product sizes.
![](https://images.prismic.io/frontrow/68f5be82-ac2f-4e2a-a358-555f4a6675e5_DevaCurl_7.png?auto=compress,format&rect=0,0,1601,2251&w=448&h=630)
![](https://images.prismic.io/frontrow/4b422590-ca6d-47c9-b5fc-53a960a779a8_DevaCurl_8.jpg?auto=compress,format&rect=0,0,4000,2249&w=1156&h=650)
![](https://images.prismic.io/frontrow/314c7881-3c73-493f-90c0-2487afcd7de6_DevaCurl_9.png?auto=compress,format&rect=60,0,2132,1601&w=566&h=425)
![](https://images.prismic.io/frontrow/88e1fe6a-b30b-4918-85cd-ef2ddd9773f6_DevaCurl_10.png?auto=compress,format&rect=60,0,2132,1601&w=566&h=425)
![](https://images.prismic.io/frontrow/68a3152d-bb0c-49a2-82ce-c6c30281f0f3_DevaCurl_11.png?auto=compress,format&rect=0,0,4000,2249&w=1156&h=650)