Creative & Art Direction: Alex Balaita
Design: Alex Balaita, Zumzzet
Smoochy Hair is a product that helps people with curly hair to get rid of frizz. The challenge was to create a modern, fresh and powerful brand identity for the product. Target audience is 18 – 45 women with wavy to curly hair, that wish to take good care of their hair. We built the identity around the idea of love and affection for your hair. We pulled out the immediate meaning of the word smooch, which would visually relate to kisses and lips, and associated it with the heart symbol which is the universal symbol of affection, and anyone can relate to it.