Commerce Catalysts

DevaCurl

05.21.2023
Strategy and designContent creation

LIVE YOUR CURLS EST. 1994

Strategy and designContent creation

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.

Expert curl care.
THE APPROACH

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

  • Empower curl flexibility.

  • Science is bright and vibrant.

  • Custom curl caps.

  • Reformulated with curl health in mind.

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.

We combined attention-grabbing colors and responsible, sustainable packaging for no-compromise curls.
Maturing the art direction with a fresh lens.
Owning the brand green was essential to adding the new vibrant energy.

INFUSING AN ESTABLISHED BRAND WITH BOLD, NEW ENERGY

  • Product imagery focused on sustainability with a playful styling.

  • Engaging imagery with a new attitude.

  • Establishing science with a colorful perspective. No boring beakers here.

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