As a girl with naturally curly hair, I’m well aware of the DevaCurl brand. In fact, I’ve had the opportunity to get a haircut at the studio, and their signature chartreuse hue will forever be engrained in my memory in the best possible way. The haircare brand recently rebranded its packaging design and repositioning with help from School House, and no detail was left untouched. From the cap design to the matte finish on the bottle, the emphasis on soft edges and touchability are scattered throughout the design. Furthermore, to keep the bottles recyclable, the matte finish was applied as an in-mold finish instead of a spray finish, and the bottles are made from 50% recycled plastic.

As an extension of a School House led reposition and rebrand, a packaging redesign and overhaul were implemented across the entire DevaCurl line.