The Challenge – Reusable Mother’s Day Gifting
When creating gift sets for Clever Curl’s Mother’s Day campaign, it was essential that our solution was consistent with their environmental brand values. Clever Curl’s transition to recycled plastic for all of it’s primary packaging, inspired us to select a textile made from recycled plastic for this premium, reusable toiletry bag.
Clever Curl was created by a group of Australian curl specialists inspired by the Curly Girl Method introduced by Lorraine Massey. Brought to you by the team from leading organic hair care brand EverEscents, the Clever Curl range is a highly specialised line of hair products carefully formulated to enhance and embrace naturally curly hair to hold the personality and individuality of curls.
After two years of formula creating, talking with curl specialists and prototype testing in curl specialist salons, this exciting yet simple range of 8 curly girl products was born! Clever Curl products provide exceptional quality, clever ingredients and are completely dedicated to the care of all curl types in any environment. All products are formulated with minimal ingredients and are sulfate and silicone free to ensure that nothing gets in the way of beautiful, natural curls.
Delivering moisture and the ability to hold a healthy hydrated curl are paramount functions across the range with the added benefits of Certified Organic Aloe Vera Juice and Rice Water Protein providing the perfect balance of nourishment and strength.
Available from Clever Curl online and in salons!
To create sustainable gift box packaging for Clever Curl’s limited edition holiday season haircare range.
The gifting range was sold exclusively through Clever Curl Salons over the Christmas period, so needed to merchandise well in a salon environment. It also needed to photograph well for social media and online promotions.
In keeping with Clever Curl’s brand values, the packaging had to be environmentally mindful, prioritising responsibly sourced materials and recyclability.
To create a visually impactful box, MaCher worked with Clever Curl to bring the artwork of Jess Kelly to life, adapting Jess’s original illustration to suit the packaging format.
“This artwork was inspired by the beauty of curly hair and embracing your true self. I draw mainly for myself and use art to express myself and my feelings. It helps me to understand what’s going on around me.” – Jess Kelly
Jess is the niece of Clever Curl founders Luke & Julia, and a 2023 Young Archie Finalist.
Sustainability Considerations
Printed with soy inks
FSC Mix cardboard packaging from responsible sources
Recycling message printed on pack
Easily flattened cardboard carton for kerbside recycling
Gift ribbon detail made from paper for easy pack recycling
Environmentally friendly print finishes, including an all over embossed texture and matt varnish for a sustainable gift box packaging range
About Clever Curl Haircare
Clever Curl is Australian Made; Cruelty-Free Certified and Vegan Friendly Certified.
The Clever Curl brand was created by a group of Australian curl specialists inspired by the Curly Girl Method. The Clever Curl range is a highly specialised line of hair products carefully formulated to enhance and embrace naturally curly hair to hold the personality and individuality of curls.
Clever Curl supports Butterfly Foundation, donating 10c from every product sold. Butterfly Foundation offers programs that provide support, treatment, early intervention, and training to help those affected by eating disorders and negative body image.
LEARN MORE ABOUT CLEVER CURL:
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