Selly's Curls is a curly hair brand providing a curated edit of hair and lifestyle accessories. Prior to their official launch, we worked with Selly's Curls to develop the brand, brand strategy, product packaging and promotional imagery. From the initial concept we built a comprehensive brand system — a bespoke ecommerce solution, seasonal campaign management, product ideation and content creation — and continue to develop a range of seasonal assets that integrate seamlessly across digital platforms.
- I.Foundations & Visual SystemPHASE 1
- II.The Story — Context, Challenge, OpportunityPHASE 2
- III.The Big IdeaPHASE 2
- IV.Applications & OutputPHASE 3
- V.The OutcomePHASE 4
Brand Foundations
The Narrative
The founder approached us pre-launch with a clear instinct: the curly hair category was full of product, but thin on point of view. The brief wasn't a logo or a label — it was a brand considered enough to sit in a real beauty edit and operational enough to actually ship.
Build a comprehensive brand system in one continuous loop. Strategy informs packaging. Packaging informs photography. Photography informs the site. Every decision has to hold up at every touchpoint, from a thank-you card to a paid social ad.
Own the editorial end of curly hair. Build a brand world the founder can scale — newsletters, GIFs, social posts, ecommerce photography and seasonal campaigns — without ever rebriefing the visual language.
Positioning before pixels. Naming, tone of voice and brand pillars first. Identity, packaging, the bespoke ecommerce build, the always-on content programme and the Gift of Giving luxury campaign followed from there.
An editorial brand,
not a haircare label.
Restrained palette, considered typography, photography built around real curls in real light. The brand sits next to the editorial houses the founder admires — not the cluttered shelf she stepped away from.
Boxes, inserts, thank-you cards and labels designed as a single family — every touchpoint reinforcing the brand promise from the moment the parcel arrives.
Editorial PDPs, a bespoke checkout, and an always-on content engine — campaign shoots, newsletters, social, GIFs and video — all running off the same imagery library.
Identity, Print & Digital
- Brand strategy & positioning
- Naming & verbal identity
- Identity system
- Packaging suite (boxes & inserts)
- Stationery & thank-you cards
- Product development
- Bespoke ecommerce solution
- Site design & build
- PDP system
- Editorial hero modules
- Email & newsletter programme
- Seasonal campaign management
- Campaign & ecommerce photography
- Retouching
- Motion, GIFs & video content
- Social asset library
- Gift of Giving luxury campaign
What Shipped
- Fully realised beauty brand, pre-launch
- Comprehensive brand system
- Bespoke ecommerce solution
- Packaging suite
- Campaign photography library
- Always-on content programme
- Gift of Giving luxury campaign
- Brand sold direct, photographed in-house
- One visual system from packaging to checkout
- Ongoing seasonal expansion under one creative direction
A fully realised beauty brand — sold direct, photographed in-house, and operating on a single visual system from packaging to checkout and from newsletter to billboard.
Supporting imagery
