AND WHAT

Logo(s)

AND WHAT is all about curls. Therefore, I wanted the brand to be curl obsessed, including curl shapes in the logo, campaigns and packaging. I created a typeface with a brush, originally made from human hair, and added these letter forms to a more readable typeface to create several different logos. In my research GenZers are all about standing out and individuality which these letters show off and celebrate.

In addition, as the brand gains popularity and recognition, AND WHAT can also be shown as “&?”. This will be shown in the brush typography, and can be easily understood due to it’s direct correlation to the name. This symbol can also be used on packaging and other touchpoints to reinforce the branding.

Illustrations

I designed these illustrations to appeal to GenZ, making each character different and celebrating their different types curls. I used a brush that was inspired from a paint brush I made from real human hair as I wanted the brand to be obsessed with curly hair. I wanted this brush texture to be a constant reoccurring theme of the brand - the visual hook - using it to replace body parts of the illustrations. I then added details digitally to create the characters as I knew they would be a great way to connect users to the products.

I used several different themes in my illustrations including breaking stereotypes, male positivity and the products’ abilities to create and strengthen curls

Campaign

AND WHAT will mainly be advertised on social media such as instagram, due to the popularity of it with GenZ. The brand’s sassy tone of voice will shine with copy reading “Yeah, I look after my curls. AND WHAT.” The main reason I used this phrase was because when researching male hair products, my friend laughed at me mocking my hair routine, and so I naturally replied, “and what?”.