J. Curl's professional hair care product line stands out due to its elegant, contemporary packaging, as well as its clever name strategy. The brand identity was overseen by Art Director Erik Musin and Chief Designer Aleksey Zadorozhnyi from choice.studio, in collaboration with Timofei Popandopulo.
The creatives focused on producing a clean aesthetic for J. Curl's offerings which is delicately broken up by vibrant hits of pink, blue and green. Each color in the professional hair care product line-up signifies a special hair program. Recently launched, the brand harnesses "the most advanced technology" to produce "unique formulas with innovative ingredients."
The name of the company is about making associations. The vision is to create the sense that J.Curl is not a corporate entity but rather a trusted hairdresser. This is hinted to strengthen the consumer's trust.