Colocha Curl Care Products was a self directed project in which focused on bringing awareness to the diverse range of curly hair. In this project I created a hypothetical brand that funds programs and resources for small businesses to get their natural hair products on retail shelves. The end goal being to add more diversity to the shelf.
This project began as a poster series that aimed to educate the public that there is more than one type of curly hair. As I began to develop this idea of educating the public, I then worked on the idea of a brand that would educate the public through its packaging, branding, and advocacy. A brand that not only focuses on providing a product for their community, but also providing a service to the community to thrive together, The packaging would feature a diverse range of curly hair types on the label itself that by its display on shelf visually introduces audiences to the different curly hair types. In addition, the labeling would have a section describing the hair type displayed on the label and discuss how best to care for the hair by utilizing specific ingredients.
The final brand development was realized through various explorations and case studies that ended up into this wholesome identity of diversity and advocacy. Colocha Curl Care Products brought together my need to educate the public, while also laying down the foundation as to how this idea can materialize through community programs. The final brand educates the public of the different hair types through its packaging design and through its visibility on shelf. The final hypothetical brand would utilize funds from sales into small businesses and entrepreneurs working on getting their natural hair products on retail shelves. By helping other brands reach the retail shelf, natural hair becomes more visible and better reflects the reality of our diverse society.
To build upon the branding of Colocha, I developed a hypothetical website and online presence on Facebook. Through this I was able to push the branding by determining a digital brand standard through choice to lowercase type and a bright warm color palette. For the series of advertisement I wanted to feature different types of curly haired women to show the range of curly hair. Then by placing them with or by the product the audience can see how the product labels visually show this diversity through the illustrated hair silhouettes on the packaging itself.