Background
Founded in Cotonou, Benin in 2024, Sloe Hair makes haircare for afro hair, born out of one woman's own frustration. Its founder had spent years chasing products that actually worked for her hair, and was done with the chemical relaxers that had damaged it along the way. That search turned into a brand: products made from 100% organic, bio-based ingredients, designed to help women work with their natural texture instead of against it. Today, the range spans 5 products.
Growth on social media hasn't been instant, Sloe Hair is building its following steadily, and each refinement to the strategy has moved the needle a little further. The brand already reaches a genuinely wide range of women and girls across Instagram, TikTok and Facebook, from mothers managing their kids' afro hair, to young women just starting out on their natural hair journey, to women in their thirties stepping away from relaxers and wig dependency for good. And Benin was only ever the starting point. The long-term ambition is a presence across Africa, backed by an even fuller product range.
The Problem
The brand had no complete visual identity to speak of. Packaging design was making a good product look cheap. Social content was AI-generated and unpolished, doing more to undermine customer trust than build it. The original logo had even been lost internally, and attempts to recreate it in-house hadn't matched the quality of the original. Sloe Hair needed more than a design refresh. It needed a brand rebuilt from the ground up, and a team that understood the Beninese haircare market well enough to guide its growth.
Sloe Hair needed a strategic foundation, not just more content, in order to turn genuine product quality into sustainable growth.
THE CONTEXT
THE PROCESS
01.
Rebuilding the visual identity from scratch
Logo, packaging, label design and social media templates were redesigned as one cohesive system, replacing a patchwork of mismatched assets with a brand that looked and felt premium.
02.
Setting the brand strategy
With the visual foundations in place, we worked with Sloe Hair's executive team on the bigger picture: expanding the product range to offer a more complete line, and advising on packaging choices to keep every new product aligned with the brand identity going forward.
03.
Taking on content strategy and social media management
This is where the real work began. A content strategy alone wasn't enough. Without professional photography, video, or behind-the-scenes material from the business, there was little to build a strategy on. Managing the account directly meant working with what was available while pushing, step by step, for better raw material.
04.
Extending beyond the brief
Alongside branding and social, we've supported Sloe Hair's website design, and helped them build an offline presence too, from attending product expos in Cotonou to identifying other brands to collaborate with.
THE OUTCOME
Full Visual Identity
Logo, packaging, label design and social media templates rebuilt from scratch into one cohesive system, replacing a fragmented, low-trust look with a brand that reads as premium.
Brand Strategy
A clear strategic direction guiding the business, including advice on expanding the product range and keeping every packaging decision aligned with the new identity.
Content Strategy
A content foundation built for Sloe Hair's voice and market, shaping what gets posted and why rather than leaving it to guesswork.
Social Media Management
Full day-to-day management of Sloe Hair's social presence, alongside ongoing work to help the team understand what investing in content really means.
Influencer Marketing
Outreach and collaboration planning to extend Sloe Hair's reach beyond owned channels.
Beyond the brief, Kuzamind has also supported Sloe Hair's website design and offline growth, from attending product expos in Cotonou to scouting brand collaborations, reflecting the extra-mile mindset behind every Kuzamind partnership.
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