Their main drive 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 was vibrant, fun and nature-focused. The illustrations created for the labels incorporate abstract plant shapes with playful figures adorned with voluminous, curly hair. The colours used are a combination of bold and earthy tones to create a contrast between the illustrations and the background.