CURL ROCK AND ROLL
2025
Branding
Marco Rossi
Creative Director
Designed by
ABDULLAYEV DESIGN
Curl Rock And Roll — a curly hair care brand created by curly people for curly people. The task was to rethink the brand’s visual language and create an identity that reflects the character of its audience: free-spirited, bold, and confident in their natural beauty. I developed a visual system that combines rock’n’roll energy with a structured design approach, making the brand both expressive, recognizable, and easily scalable.
The brand’s style is inspired by the spirit of rock’n’roll — a rebellion against conventions and a celebration of self-expression. I translated this energy into a visual language where dynamics and expression coexist with the clarity and discipline of modern design. This led to a concept where the strict system of Swiss graphic design meets the raw energy of the music scene.
Logo The logo is built on a square form that establishes a strong visual structure and ensures consistency across the brand’s communication. The contrast between rigid geometry and fluid, organic typography reflects the brand’s character: a balance between discipline and freedom, form and movement.
Identity The foundation of the color system is a bold red — a symbol of energy, rock culture, and the brand’s fearless attitude. This primary color is supported by neutral monochrome tones, creating visual balance and allowing the system to adapt across different media. Additional colors are inspired by iconic rock albums, adding cultural depth and reinforcing the brand’s character.
Packaging The product line packaging is built around the golden ratio and clearly distinguishes three categories: core care, styling, and leave-in treatment. The differentiation is expressed through the scale and placement of the signature curl element, while the bold red cap creates a unique shelf silhouette that instantly attracts attention. Each bottle features an optimized form factor and is paired with an individual kraft cardboard box — a metaphor for the product’s natural essence, as well as a practical solution for production and logistics. Gradients and unique color variations make the range легко distinguishable, while a curl-shaped barcode transforms a functional element into a distinctive brand detail. The shape of the bottles, packaging, and graphic system has been developed up to the production stage to ensure the line remains recognizable, user-friendly, and visually cohesive on the shelf.