



One of the first things I picked up from the word Buclé was the word "clé", which translates to "key" in French. In many ways, this service is a key to discovering the natural potential of your hair and freeing yourself of the need to control your look just to fit others' standards. The key was a major theme during the drawn thumbnail phase and early on I looked for many ways to integrate it with the letterforms specifically.
Early-on I played with the prime alphabetical reference, B, with a calligraphic, handwritten style to emphasize the journey at the center of the Natural Hair Movement. Using physical textures and letterforms made by the human hand created a set of marks that felt personal and had a fashion flourish.
A draft specifically requested by the client based on the script in the top left.
A later draft sketch of what would be the final logo. The client was so enamored with this concept that she felt comfortable eliminating all others for the digital draft rounds and focusing entirely on fleshing out this mark.

Digital drafts based on the chosen sketch

Narrowing down, the focus shifted heavily to spacing and quantity. In the end, we decided that 3 and 5 rings were too few, and anything above 7 too many.


The logo's colors are ordered from darkest-to-lightest in therms of overall brightness value, to give the slight impression of light originating from the far end of the "tube". Additionally, each ring introduces a bit more darkness and red, shifting through the pastel orange and purple along a single curve in the color-map.

Buclé tube packaging involving colored foiling for logo areas.