Una Hair Salon Brand Identity Recreation
Location : Kaohsiung City, Taiwan
Una Hair Salon is a local salon with 4 chain stores and 1 sub-brand in Kaohsiung, Taiwan. It has built up a wide range of customers in the city over the past few years. The company would like to attract younger customers recently to increase their revenue and compete with other private hair salons. Hence, this brand identity recreation is aiming to create an aesthetic with high-quality value and dynamic feel, in order to present a more appealing style towards the customers.
Market Research
In the hair salon industry in Taiwan, there are a few trends that are arising recently :
- The number of private hair salon is increasing rapidly.
- The advantage in price in large scale hair salon is not efficient as before in the current market.
- The brand loyalty of Una Hair Salon is lower than other competitors.
- There is no consistency in the old brand identity (or there is NO brand identity at all).
- Brand concept is not presented clearly to the customers.
Motivation
I would like to combine the reputation and brand value from the company with its professional abilities and fashion trend by creating a consistent identity. The target is to attract new customers using a more memorizable logo, and to increase brand loyalty by leveling up the quality of this brand.
SWOT Analystic
Strength:
- Multiple sotres
- Professional skills
- Cheaper price
Weakness:
- No consistency in its visual identity
- The company has no relevant knowledge in building up a brand identity
- Service quality is jagged
Opportunity:
- The company has built up a huge amount of customers over the past few years
- Good reputation
- Large scale
Threat:
- No differentiation
- High competitiveness in the market
Design Concept
The word "UNA" has the meaning of "white waves" and "perfection" in latin. Hence, the curves created from golden ratio are representing the waves, perfection, and hair curves.
