A brand relationship
Ink Beauty Salon approached us in 2019 for Social Media Content Creation. But we correctly identified the needs of the business to a rebrand first, followed up by content creation.
Started in 2017 as a nailbar, Ink soon started to provide full service — both in the salon and at home.
AN UNPRECEDENTED APPROACH
BRAND DIFFERENTIATION IN A SATURATED SPACE
Our next challenge was to differentiate Ink in a highly competitive space. As such, our first challenge was building a brand persona along with the guideline on how to use it across media.
Our next challenge was to differentiate Ink in a highly competitive space.
CRAFTING A PERSONA
We zoomed out and wrote a brand persona. Sheikha was identified as the brand persona. She loves lattes and hates bad hair days.
And although she is a mother, she does not want her motherhood to be her entire identity. She works hard, treats herself, brunches with her girl gang, and goes to the salon with her daughter Faye.
We designed the brand identity of Ink around the persona of Sheikha. “If Ink was distilled into a person, what would they look like, what would they wear, how would they talk?” were some key questions we asked ourselves during the branding process.
THE INK LADIES CLUB
Instead of a one-and-done branding solution, we proposed brand management. From art direction and content creation to social media management and even a strategy shift during the peak of the pandemic. We developed the concept of Ink Ladies Club, referring to frequent customers of Ink, providing special discounts and even full services on the house to loyal customers.
A NEW CHALLENGE
When restrictions spelled a close to gyms, salons, cafes and all our public spaces, we saw an opportunity. Ink Salon created a DIY-At Home Beauty Kit. The results helped combat the slow growth during the pandemic.
Moreover, the content witnessed a shift to more educational carousels; Along call-to-actions that promoted well-being and self-care.
CONSISTENT ART DIRECTION
Utilizing our brand guideline, we adapted its calm, earthy tones to it’s instagram feed. We’ve since created self-care content, clean photography focusing on the diverse looks created by the salon, and short-form content in the form of Reels.
Ink Beauty Salon has set itself apart from its competition. It’s audience base is more loyal than ever and it’s seen as one of the leaders in the beauty salon space.