In this project of inventing a brand and creating its name, logo and tagline I decided to create a hair products brand directed to people with curly wavy hair.
Logo created in Adobe Illustrator
Mock up of the products done in Adobe Dimensions
The term "wurly" is the combination of the words wavy and curly, which is used to refer to this specific type of hair. The symbol is composed by two W letters, the upper one having some swirls at the corners that depict curly chunks of hair. This Ws convey a crown that appears to have some gems but they illustrate a surprise/admiration face, almost like saying “wow”.
As for the tagline, I wanted the brand to transmit trustworthy and supporting values so “Embracing your curly wavy crown” invites to an empowering message, to accept and embrace the person’s natural hair, likening the it to a crown.
