Growing up in a Dominican household, Hause of Curls founder Sherly heard her natural hair described as “pelo malo.” Her journey toward embracing her curls inspired a brand celebrating curly-haired Latinas through apparel and community. I developed the brand strategy and visual identity to give that mission a cohesive expression.

Turn a personal story of self-acceptance into a shared sense of belonging. The identity needed to challenge the beauty standards behind “bad hair” while reflecting the range of textures and experiences within the Latina and bilingual natural hair community.

Make representation part of the design itself. I incorporated different curl patterns into the logo’s letterforms, expressing the belief that good hair comes in every texture. Those curves extended into graphic shapes and portrait treatments, connecting the community’s faces to the identity. Warm, vibrant color and the brand’s existing “Pelo Malo, Where?” declaration carried that confidence throughout the system.

A brand system grounded in the founder’s story, with clear positioning, expressive typography, and a visual language designed to support apparel, events, and community storytelling. The identity made the brand’s belief tangible: every curl has a place here.