With new ownership came a new name and a complete identity overhaul to match. The brand needed to appeal to both male and female clients, with a high-end appeal. Masculine enough to draw in men and make them feel comfortable, yet not too much so to alienate the female clients. The tone is moody, high fashion and inviting to passers by.
Made up of a sharp, bold, display serif that holds weight, the primary logo is locked up with an old-style typeface, retaining the heritage of the building and adding character. Mirroring these forms, the diamond shape is carried across into the mark and pattern. The identity holds to classic, timeless sensibilities, but with a modern edge and subtle touches of detail throughout. Extra finishes of gold foil, metallic inks and die-cut edges were used where possible to reflect a certain class and quality. Introducing a vellum coloured stock bought a softness and warmth.
We formed a system of utilitarian forms and tables that served as a practical way to display treatments, prices and offers. A cropped logotype acts as a framing device, as bold, generously spaced typography falls off the page's edge, emanating the repetition of billstickers on the surrounding streets.