THE CONCEPT
For the Kurls brand, we sought an extroverted way of representing the visual identity, with colors, curves and striking typography, which was at the same time modern, subtle and feminine.
Cultural diversity is at the essence of KURLS - a company created by a Brazilian woman who lives in Sweden, the main public being: immigrants who cannot find products on the local market that value the natural beauty of their hair, usually accustomed to the climatic conditions of the tropics .
Some of the key words for the creation of this visual identity were: Joy, Transformation, Diversity, Protection, Human, Authenticity.
The choice to have a visual identity that worked with curves was due to the fluidity and naturalness of the curves, unlike rational shapes such as a square or triangle, curves are the most human thing, it is natural for human beings to pick up a pencil to draw curves. Thus, the curves represent spontaneity, which is one of the values we want to transmit with Kurls products.
Based on the concept extracted from the briefing meeting that “the hair is our frame”, we sought to create a logo associated with curved shapes that would always create this frame for the logo that hugs the logo without squeezing or tying it down, hugs it affectionately.
Thinking about Kurls is thinking about diversity, and so we tried to create an identity that was colorful and represented inclusion and cultural diversity, in addition to the fact that we wanted to raise the self-esteem of women who can now find products that match their type. of hair and the treatment they need in such harsh climates.
In general, we seek to make Kurls' Visual Identity fluid, human, charismatic, seeking to highlight the affection and attention for each client, in addition to being a good-natured brand.
In general, we seek to make Kurls' Visual Identity fluid, human, charismatic, seeking to highlight the affection and attention for each client, in addition to being a good-natured brand.
The colors also bring a bit of Brazilian essence and joy, by using purple and orange, we also seek to create the visualization of a garden, with flowers and fruits, referring to typical Brazilian fruits, such as Açaí, Cashew, Jabuticaba, among others. so many fruits that are the basis for very unique studies coming from Brazil, we want to convey this feeling.
The use of turquoise is related to the symbolism of water that makes everything in the world happen, in addition to the strength and softness that water can have at different times. This fullness of power to transform is also one of the aspects we seek.
