To begin this stage of the process I first began to look into what makes a successful brand book and the key elements that it is made up of.
I needed to first estabilsh the true reason for Curly Tresses and its main aim as a hair care company for curly, kinky afro hair types. The focus of the identity is natural living and health which needed to be carried out throughout the brand book. I created a very simple yet straight-to-the-point mission statement that best described the brand and what it does.
“Curly Tresses aim is about promoting natural living through selling high quality natural hair products for curly, kinky, afro hair types. Natural healthy living is the main focus of what we do.”
The logo creation and colour choice was the first initial step of the brand book that needed to evoke this message. The organic look and feel to the logo was a success and I felt that having such a strong concept enabled me to continue onto forming the brand book using various other examples as a template to what exactly needed to be in the book.