Brand style guidelines
Social media cover image
Coco is a specialist nail and eyelash salon based in Welwyn Garden City. Inspired by the glamorous fashion icon Coco Chanel, owner and expert technician Nicola Barlow successfully established her business in 2000. The salon is creative and fashion conscious, while offering the best quality products. Coco collaborates only with premium brands, Bio Sculpture and Lash Perfect – they adhere to Nicola’s high product standards, and she‘s also a qualified educator for both.
The regular client base, women of all ages, visit Coco to catch up and socialise as well as for its beauty services. This warm and friendly approach sets the salon apart from others – there's certainly no cold clinical feel here!
BRAND DESIGN DIRECTION
Coco came to me having never invested in official branding and wanted to gain an enduring look that matched the quality of its services. The business was ready to go up to a whole new level. Strategically, my aim was for the new identity to make a bold, fun statement that would stand out from the soft feminine or clinical approaches commonly used by salons. But it also needed to communicate high quality to appeal to its loyal – and ideal – audience.
Coco's new logo has a premium designer label feel, to represent both quality and fashion. The symbol contains the Coco brand name within a circular design to create a distinctive icon, while the typographic styling is clean and minimal. The icon also resembles a fingerprint to show individuality, and the personal, friendly touch of Coco’s services. A minimal classic colour palette of back and white, accentuated with a touch of grey and red adds sophistication. Playful patterns inject personality into the branding, adding vibrancy to the overall look alongside the more refined logo styling. The patterns are bold and minimal, but fun and creative to show a peek of the brand's welcoming personality. A signature pattern represents each of Coco’s services – lashes for lashes, circles for nails and stripes for general use. From this design foundation, print and digital collateral were created so that the Coco brand could be transformed from top to bottom.
In today’s world of vast consumer choice, this bold new brand identity has elevated Coco. The fresh image has refocused and revitalised the business, enabling Coco to raise prices with confidence, and supports its aim to reach more potential clients and continue to grow.