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.

"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 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.