Nu'Loc Dreams
A spiritual, nature-inspired loc styling brand rooted in memory, presence, and authentic connection.
The idea behind the mark
Every appointment is a return to presence — honoring a sister's memory through the art of loc care.
Brand Story
NU'LOC DREAMS is dedicated to founder Malan Potts' older sister NuNu, who passed in 2022. Styling locs brings back the memories of doing her hair before college — making every client session an act of mindfulness and care.
Creative Direction
Free-spirited, authentic, and compassionate — with nature and spirituality woven throughout. The identity incorporates green, brown, and pink tones with loc culture represented through thoughtful visual symbolism.
Audience & Purpose
Women and men with locs seeking a stylist who is genuine, present, and spiritually grounded — someone comfortable to go to for advice, a listening ear, and expert hair care.
Full color logo
Full identity story
The complete Heartwork brand presentation — concept, mood, and logo system for Nu'Loc Dreams.
Nu'Loc Dreams · Brand Presentation · Heartwork Design Co.