Devacurl Rebrands With Help From School House
by Chloe Gordon on 09/09/2021 | 2 Minute Read
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.
Gentle curves are paired with wide silhouettes to create an ownable size impression and friendly appearance. Squared edges at the cap contrast the soft forms of the bottles to create a dynamic and sophisticated relationship. A matte finish was chosen to further emphasize softness and introduce a sense of tactility and touch-ability.
A custom rounded channel coils up the cap in reference to the texture and shape of a curl of hair and ends with an embossed DevaCurl monogram on top of the cap.
DevaCurl green is one of its most valuable assets. Unique, and eye-catching, we chose to use a translucent bright green finish to increase DevaCurl green’s impact, shelf impression, and packaging’s ownability.
In an aim to keep bottles recyclable, matte finishes were applied as in-mold finishes rather than a spray finish which can affect recyclability depending on recycling center capabilities. Bottles are made from 50% recycled ocean-bound plastics.
- Devacurl Rebrand and Repack: Designed By:School House
- Instagram: @schoolhousenyc
- Art Direction and Creative Production @schoolhousenyc: School House
- Photography: tcardstudio: School House