PROJECT / COCO
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. Coco’s vision is about being creative and fashion concious (the nail art is exceptional), while offering top quality. The regular client base, women of all ages, visit Coco to catch up and socialise as well as use it’s beauty services - there's certainly no cold clinical feel here! Welcoming and friendly values that set the salon apart from others. The salon 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.
Coco came to me having never invested in official branding. The business was ready to go up to whole new level and gain a professional look that matched the quality of its services, to become fully equipped for future growth.
Research determined the strategy for Coco’s branding direction. The new identity makes a bold, fun statement that stands out from the soft feminine and clinical approaches used by many salons. Yet, it also has a stylish, timeless quality to appeal to its loyal – and ideal – audience. A minimal classic colour palette of back and white, accentuated with a touch of grey and red adds sophistication.
Coco's new logo feels like a premium designer label, to represent both quality and fashion. The symbol contains the Coco brand name within a circular design to create a distinctive icon, while the styling of the accompanying wordmark (and typography in general) is clean and minimal. The icon also resembles a fingerprint to show individuality, and the personal, friendly touch of Coco’s services.
Playful patterns inject personality into the branding, balancing 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 warm and 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 was created so that the Coco brand could be transformed from top to bottom.
In today’s world of vast consumer choice, this solid new brand identity has elevated Coco, added credibility and built trust. 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.