A salon specialized in curly, afro and wavy hair, offering cutting, hydration, definition, color, braids and specialized products, becoming also a community that supports women, men and children on improving their relationship with their hair. Pelo Consentido was born with the mission of helping the Colombian Afro-curly community reconcile with their hair, history and true beauty, promoting self-love and embracing heritage through healthy and styled hair.
Creative direction: Paula Altamar | Senior designer: Madeleine Hernández
Pelo Consentido was seeking to evoque premium and elegant combining its roots in Cartagena folklore, color and joy; the common solution to a visual that seeks “elegance” is to opt for neutral colors and simple, monotonous graphics (that was what its founders also thought they needed to do) but, we managed to give them a color palette in the right balance and with ideal contrasts to maintain sophistication.
In Spanish, the word “Consentido” translates “pampered”and separated: “con sentido” translates “with meaning”, this is a wordplay that aims to express the care that curly hair needs and its emotional and cultural value. We introduced the curly and disruptive S in the logo to mark this wordplay and also a copy direction was proposed to emphasize these pillars of the brand.
