Challenge / With weak visual brand consistency and little online presence, there was low awareness of the brand and what makes it unique in the marketplace.
Opportunity / Showcase hair care products made with natural ingredients and without sulfates, parabens and silicone. Provide curly hair instruction and tools that help people feel confident about their curly hair.
Solution / Worked with existing brand logo and color, carrying those elements through the DevaCurl website, sales literature and collateral materials. We increased brand visibility and built awareness of DevaCurl as a category leader, providing a new dialogue for people who have struggled with curly hair. DevaCurl sales increased. DevaCurl was acquired by Tengram Capital Partners in 2013 and Ares Management acquired DevaCurl in May 2017.