KEEO Meet the world's kindest hair straightener

Brand identityMarketing design Activation & advisory
Brand strategy and tone of voicebyLEONA FORD


The founding partners behind KEEO have been creating hair styling tools for over 30 years. For their latest invention – a curved plate hair straightener, proven to be kinder to hair – they needed to create a new brand from the ground up. It was critical for the product identity to stand out and quickly connect with its discerning customers in the competitive world of beauty products.


The new name, brand strategy and design system reflect the kinder experience enabled by the straightener's unique curved plates. KEEO (meaning kindness) is a soulful, warm brand that leans into elegant subtle curves throughout the design system, further enhanced by poetically presented typography, nodding back to the product's unique air gap plates. All model photography art directed by the brilliant KEEO design team.

We are really grateful to Dan and the team for the creative work on the KEEO brand and packaging — beautifully refined and distinctive — it has delivered beyond our expectations