Brand Identity for a Curly Hair Festival
One curl becomes the rule for a festival identity that spirals from lettering into the crowd.
The Clients created the name, concept, and identity for Curl Fest, a festival for curly-haired people and haircare brands. Built around the curl as a fundamental graphic unit, the system uses curled lettering, spiral forms, and surreal collage imagery to reject conventional polished beauty standards.
Insights
- The identity flips a beauty convention that treats curls as something to straighten or tame: curly hair becomes the festival’s organizing value and design rule.
- A single curl becomes the graphic unit across the system; lettering ends in curls and the slogan follows an arc.
- Surreal collages mix recognizable hair-care objects, such as diffusers and spiral ties, with croissants, curly pigeons and alpacas.
- The case extends the spiral into a planned festival experience, describing visitors wearing, scanning, dancing in, photographing and sharing the identity.
Keep exploring
Related cases
