Curly hair care has long been dominated by tacky products - literally and figuratively. Two Dominican sisters had a line that filled a necessary niche for Latina curls. But their naming, brand and packaging did not live up to the rave reviews and elegant product experience or their aspirational, culture-centric vision.
“Authenticity” is often name-checked in marketing yet rarely seen. Here the excavation process struck gold. The founders’ stories, homeland, family photos and genuine community of fangirls provided fertile ground for a story that set off a legitimate community frenzy.
- Brand strategy: positioning, narrative, voice, point-of-view
- Brand and packaging design
- Visual and verbal brand language and toolkit
- Photo art direction
Since the rebrand, Ocoa has launched in Ulta nationwide (and is the first Dominican-owned brand at Ulta) and they’re on track to hit their first seven-figure sales year. 400 percent growth in 2025.

Ocoa

Ocoa: Multicultural branding for the curly crowd

Image credits
Product photography: Lilia Cretcher
Lifestyle photography: Misael Bencosme

Before

The brand’s original packaging was crowded and dense and the brand name was generic and forgettable. We dialed up meaning, symbolism, culture and color to create a magnetic, unforgettable brand.

The new brand name, Ocoa, is short and memorable and has personal meaning for the two founders: it’s the name of their mom’s hometown in the Dominican Republic.