Pelo consentido
2023 | Beauty
Visual identity
Packaging
Creative copy
Art Direction
A salon specialized in curly, afro, and wavy hair, offering cutting, hydration, definition, coloring, braiding services, and curly-specialized products. It has also become a community that supports women, men, and children, improving their relationship with their curly, wavy and afro hair, promoting self-love, and embracing their heritage.
Pelo Consentido was born with the mission of helping the Afro-curly Colombian community reconnect with their hair, their history, and their true beauty.
Concept
Infused with the vibrant essence of Cartagena’s folklore, color, and joy, the brand embodies a deep and enduring love for curly hair—its history, its beauty, and its sociocultural significance. The search for a symbol that could encapsulate this connection led to a defining moment: the founders’ heartfelt declaration, “My heart is curly,” a sentiment that became the foundation of the brand’s emblematic logo.
Project challenges
The conventional approach to achieving an "elegant" visual identity often relies on neutral tones and restrained, monochromatic graphics—an assumption the founders initially embraced. Instead, the brand’s identity was shaped by a carefully curated color palette, striking a balance between contrast and sophistication.
The name itself became a focal point, playing on the dual meaning of "consentido" (cherished) and "con sentido" (purposeful). This linguistic nuance informed the design of the logo, capturing both the care curly hair demands and its profound emotional and cultural significance.
Visual assets showcased in this portfolio include images provided by clients and their collaborators, intended to complement the artistic and conceptual direction of each project. All rights to these images remain with their respective creators.
