Scruples tasked me with developing a curly hair product for their lineup, and that’s how CurlMate was born. I created the full brand from the ground up—including the logo, color palette, brand voice, and visual identity. Inspired by the idea of a perfect match for your hair, I positioned CurlMate as the “soulmate” for your curls, brought to life with the tagline: “Every curl needs a soulmate.”
BRAND IDENTITY
SCRUPLES CURLMATE BRAND GUIDE
2025
Brand Development & Design
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For Scruples CurlMate, I was responsible for developing the complete brand identity—from concept to execution. This included designing the logo, selecting typography, building a cohesive color palette, and crafting a distinct brand voice. I also created packaging concepts that brought the identity to life visually. My goal was to strike a balance between the professional, salon-quality feel of the Scruples parent brand and a fresh, approachable look that would resonate with retail customers.
SCRUPLES CURLMATE RETAIL LINE
2025
Product Design & Development
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For the Scruples CurlMate retail line, I developed and designed products specifically tailored to curly hair customers. This included the Bounceology Shampoo & Conditioner and a nourishing leave-in conditioner. Each product was crafted to align with the brand’s identity while appealing to retail shoppers with curl-friendly formulas and approachable, shelf-ready design.