Repositioning & rebranding a high street beautician to a specialist beauty & wellbeing salon
Brand Strategy / Brand Design / Website Design & Development / Ecommerce
For the last decade Purity Beauty has been offering a traditional range of beauty treatments. To differentiate their well-established salon in the local marketplace and increase profitability, Purity has changed and streamlined its business model to a smaller premium range of beauty and wellbeing treatments.
We have helped Purity transform their brand by laying new strategic foundations and by creating a new look & feel that clearly communicates to their target audience through all their brand touchpoints, from price list and website through to the newly refurbished salon.
To help Purity undertake the category change from high street beautician with a wide range of treatments to premium salon with a narrower specialist-led range of services, we’ve worked on a new brand strategy to clearly position the brand among their local competitors.
By newly defining core purpose, values and vision, we’ve developed a new framework for Purity to build strong long-term relationships with their clients to help them achieve their individual beauty & wellbeing goals through dedicated expert advice and care.
With Purity’s emphasis on wellness and relaxation, we have created a brand identity that signal sophistication, expertise, serenity and calm through its muted colour palette, clean typography and pared back layouts.
We have applied the new branding to a set of price lists, appointment cards & stationery, printed & electronic gift cards, newsletter & social media templates, as well as a new website with an extensive e-commerce platform to sell skin care products from their exclusive partners.
With the onset of COVID-19 and the subsequent lock down requiring the salon to shut down, we changed the priorities of the website to offer online skincare consultations combined with an online shop to sell expert products.
The new website has provided Purity with a vital income stream that they didn’t have before. It has also provided a way for them to stay connected and engaged with their existing customers and welcome new customers, ready for when they can open again.