DevaCurl Repack

The first major project as Creative Director of DevaCurl was the packaging redesign. Feedback from the brand audit and retailers was that navigation and product usage was unclear. Top priorities were to elevate visually, provide differentiation within franchises and create sub-categories in the styling category.

One of the key challenges was to enhance the visuals and formulas while maintaining a healthy margin overall. This meant that in many cases I was using stock components while finding ways to enhance and differentiate where available. Caps, secondary packaging and typography were all used to elevate within the existing framework. Over time i was able to sell the benefit of more premium and custom elements on new innovations while keeping costs under control.