Why
We undertook a brand alignment workshop with the founder of the new brand, who had just left a prestigious international hair brand to form her own business. Using our workshop to reveal the brand’s core values, we worked with the team to discover how they wanted to position the company.
Until recently, many people considered mobile hairdressing services to be the poor cousin of hair salons. However, with a vast market of time-poor consumers, we identified a mismatch of consumer needs and expectations.
How
We researched the category and found that many consumers indeed wanted a top-end service paired with the convenience of the service.
We then conducted a naming workshop to define the brand’s authentic identity better and differentiate the brand promise.
What
Using these findings, we developed a consistent look and communications across all company touchpoints, from print to marketing materials.
Now, the model is being rolled out as a franchise. It’s going from strength to strength as the salon experience that comes to you.