Curu
You buy a product because someone swears by it. A few weeks later, it's sitting unused at the back of the cupboard.
About the project
In an already saturated beauty market, finding the right skincare products often involves a lot of trial and error. Curu was created to reduce that guesswork, helping users better understand their skin and make more informed decisions in the products they choose.
I joined the project in its early stages, working closely with the founder to develop the brand strategy and identity, while the app itself was still taking shape. At its core, Curu isn't really about skincare – it's about confidence. We wanted people to feel more confident in the choices they were making, rather than relying on trends, recommendations or endless trial and error. The brand was designed to feel approachable and supportive in a category that can often feel overwhelming.
To support the brand's launch, I also developed a social media strategy and a suite of Canva templates that allowed the founder to continue building the brand independently. With limited resources and no external funding, creating a system that was flexible and easy to use was just as important as creating the brand itself.
“Throughout the process, Michelle was patient, passionate, open-minded and committed to discovering our brand voice. I was never going to settle for less than perfect but Michelle definitely exceeded all expectations and was a pleasure to work with. Forever grateful.”
Rachael Thien, founder of Curu
Role
Brand Strategy
Visual Identity
Social Media Strategy
Collaborators
Jason Li
JTB Studios
