DIVINITY HAIR DESIGN was a rebranding project for Divinity Salon.
The client wanted her salon to be inviting for every type of hair, race, age, and gender. It was important for her that the salon felt upscale and elevated, with a modern feel that is attractive to new clients
DIVINITY HAIR DESIGN is not just a brand.
It is an immersive personalized experience. It is about you and what you feel. It is more than just hair. It is about the experience of transformation.
From cocoon to butterfly.
Good branding shares your values and personality at just a glance while attracting your perfect clients to you.
An updated look-and-feel that will communicate elegance, inclusivity, and expertise to new and existing customers.
Our brand, our name, is what we are known for, how people look for us. In this case, changing Divinity Salon for DIVINITY HAIR DESIGN was a smart strategy for a few reasons;
Differentiation: When Google searching for Divinity Salon, the results point to three different businesses in the state of OR (one being a tanning salon) versus only one Divinity Hair Design in the state of CA.
Adding “HAIR DESIGN” to the name also gives the feel of personalized and upscale service
By neutralizing the previous color, purple, into a lighter and more neutral shade, like Lilac Pink, we make it more inclusive and approachable, at the same time, still communicating the desired message by integrating all of the brand’s visual elements in a consistent and cohesive form.
The butterfly symbol carries a special personal meaning. It symbolizes the client’s transformation and transition in becoming a hairdresser.
The typeface of choice is Brandon Grotesque. It gives a sense of warmth and humanity combined with elegance, precision, and good readability.
DESIGNING AN EXPERIENCE
EXPERIENCES are taking over the economy. In fact, 4 in 5 Millennials prefer spending on an experience over a product. People don’t post about the stuff they buy anymore; they post about the things they experience, the places they go to. So it is important for customers to not only love their hair but to feel transformed.
First, Divinity is a one-person salon (Sola Salons). Customers feel comfortable in privacy and it is important to communicate this in the messaging, especially on social channels. There is an opportunity to further explore a multi-sensorial experience in the salon, by creating the right combination of lighting, music, and aromatherapy that is personalized to each client
