The main drive for the brand is to celebrate and promote naturally curly hair in its many diversities. Plant-based science is used to create products that heal and nourish hair from its roots. The founder, Nadia, was keen on developing a packaging style that is vibrant, fun and nature-focused. The illustrations created for the labels incorporate abstract plant shapes with playful figures and big curly hair. The colours used are a combination of bold and earthy tones to create a contrast between the illustrations and the background. The brand identity and print material continue the graphic style used on the labels.