Loop Cachos
naming and brand identity
Context
Loop Cachos is a hair stylist salon led by Lara Begname, specialized in wavy, curly and kinky hair. It offers high quality, yet accessible service, for a small town in Minas Gerais, Brazil – where people are either very encouraged to straighten their hair or receive a treat that sometimes doesn't satisfy them. Lara aimed to create a liberating space, where people find the best version of their hair, bringing self-esteem and acceptance to curls.
Challenge
The salon called for a short & strong name to reinforce a statement: a safe space for curls. The naming challenge was to come up with a term that was welcoming and easy to remember, as well as bold and enthusiastic. In a country like Brazil, where most people have textured hair, it is unacceptable that the majority of hair professionals target only straight hair – so the name must relate directly to curls.
As for the visual identity, it should stand out from the classic style of most hair brands, by communicating a modern and vibrant mood. Loop Cachos is people-driven and it stands for freedom, self-esteem, self-acceptance, breaking the standards, and putting an end to the idea that only straight hair is beautiful. The brand embodies a responsible and high-quality service, without being too fancy or elegant, and expresses the main attributes of the salon: uplifting, empowering and supportive.
The salon called for a short & strong name to reinforce a statement: a safe space for curls. The naming challenge was to come up with a term that was welcoming and easy to remember, as well as bold and enthusiastic. In a country like Brazil, where most people have textured hair, it is unacceptable that the majority of hair professionals target only straight hair – so the name must relate directly to curls.
As for the visual identity, it should stand out from the classic style of most hair brands, by communicating a modern and vibrant mood. Loop Cachos is people-driven and it stands for freedom, self-esteem, self-acceptance, breaking the standards, and putting an end to the idea that only straight hair is beautiful. The brand embodies a responsible and high-quality service, without being too fancy or elegant, and expresses the main attributes of the salon: uplifting, empowering and supportive.
Concept
"Loop", which can be visually related to the shape the hair has when curling, also brings a modern and unique differential to the brand. "Looping" means that an object has changed its linear path to a circular path, just like hairs going through the hair transition.
Both name and logo unite the meaning to the form of a loop, standing with the boldness and excitement of a rollercoaster. As for the welcoming aspect of the salon, it is brought by the round edges and typography.
"Loop", which can be visually related to the shape the hair has when curling, also brings a modern and unique differential to the brand. "Looping" means that an object has changed its linear path to a circular path, just like hairs going through the hair transition.
Both name and logo unite the meaning to the form of a loop, standing with the boldness and excitement of a rollercoaster. As for the welcoming aspect of the salon, it is brought by the round edges and typography.
Designer: Paola Papini
Client: Loop Cachos, Brazil
Project: Brand Identity and Naming
Year: 2020
Client: Loop Cachos, Brazil
Project: Brand Identity and Naming
Year: 2020
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