In collaboration with Almst, this rebrand translated a clear strategic shift into a bold, shelf-ready identity for Fix My Curls - a pioneer in India’s textured haircare space. As the curly hair community grows in confidence and visibility, the brand evolved from niche disruptor to category leader.

The refreshed logo retains the natural S-curve of a curl - a subtle but powerful nod to texture that anchors the entire identity. Around it, we built a flexible design system rooted in vibrancy, clarity, and consistency. A confident, colour-coded palette differentiates routines at a glance, while cleaner typography and a structured hierarchy bring ease to product navigation across SKUs. Graphic elements inspired by fluid curl patterns add movement, ensuring the system feels expressive without overwhelming functionality.

On packaging, this system balances personality with precision: bold colour blocking for shelf impact, clear benefit-led communication, and a simplified layout that elevates the brand into a more premium, cohesive space.

The visual language seamlessly extends into a refreshed digital experience, creating continuity across touch points - explored further in the dedicated digital case study.