Why handle curly hair as if they were all the same when in reality they are different? This question was the starting point for the creation of a new line of products in Beleza Natural, an innovative and unique line in the market, that covers the specific needs of the different types of curls. This project, a result of the partnership between MODO Branding and Beleza Natural, was the outcome of an extensive process of immersion and cocreation with the team and clients of Beleza Natural. With the insight “Every curl is unique”, we created the concept “discover your curls, enhance your beauty” and debuted the project that covered not only the packaging design itself – flasks, visual identity and labels -, but also the strategy and brand architecture, the product portfolio reorganization and the naming of all lines and products of Beleza Natural.

Credits
Strategy Director: Adriana Calderoni and Julia Gostkorzewicz
Creative Director: Julia Gostkorzewicz and Eduardo Leichner
Designers: Eduardo Leichner, Isabelle Lavigne, Rodrigo de Deus and Thamyres Mitidieri