Wavy

Brand identity refresh framework for a men’s curly hair care line.

Refreshed Wavy logo and slogan, “Be true to your texture.”

Brothers Ariel and Eyal Booker launched Wavy in 2023 after years of developing the perfect curl cream for men, the Everyday Curl Crème. They approached me for a brand refresh, not a rebranding. While a rebrand involves redefining a business’s fundamental vision, mission, and purpose, a brand refresh is about refinement and simplification. It is a subtle yet powerful update to a brand’s existing elements, focusing on thoughtful enhancements to the visuals, voice, presentation, or messaging to better reflect the brand’s current reality and aspirations.

We collaborated closely to develop the image Wavy wanted to present to their community. This involved working on new colors, typography, and design elements, especially for their digital presence and social media. The result is a refreshed brand identity that maintains the core essence of Wavy while aligning it more closely with their evolving goals.

As part of the project, I created a pitch deck to introduce and sell Wavy products to Selfridges and Harrods in the UK. This pitch deck showcased the new brand identity and effectively communicated the unique value proposition of Wavy’s products.

This brand refresh is the first step in a larger, more comprehensive strategy that will soon include marketing and paid media initiatives. By refining the brand’s visual and messaging elements, we have laid a strong foundation for future growth and engagement.

Henrietta serif font by Very Cool Studio harmonizes with the updated brand concept.

The new identity introduces elements of retro beach postcard style.

New color palette.



Client: Wavy

Sector: Retail, Fashion & Beauty

Discipline: Brand Identity, Brand Strategy