DESIGNER

Harper Daniel

PROFILE/DESCRIPTION

Curli is a medium-scale hair care business that originated in Oakland, CA. They are focused on creating products for children with curly and textured hair. Their products can be found in many stores across the country that cater to hair care and children’s hygiene. Curli makes natural shampoos, conditioners, detangling sprays, curl creams, and hair masks for children ages 3-12. The products themselves are intended for children and thus are marketed as cute and approachable. However, since the target audience is so young Curli hopes to also reach parents who are learning how to cater to their children’s unique hair needs. The company’s ultimate goal is to teach children to embrace, nourish, and care for their natural hair.

GOALS

Brand Advantages

• Natural
• Community-based
• Encourages positivity about natural hair
• Accommodating
• Easy first step for parents looking to help their children’s hair

Brand Attributes

• Approachable
• Accessible
• Welcoming
• Gentle
• Nutritive

Brand Experiences

• Charming
• Nourishing
• Confident
• Quality
• Enriching
• Fresh