Rebranding

Chain hair Salon – Rich Hair
premium luxury

Client

Rich hair Salon
Rich Academy
Rich Group

PROJECT AMOUNT

$ 1,200,000 NTD

Time

2014-2015

Services

Differentiation of Brand Message
Brand Identity Redesign
Consistency of Brand Communication
eBranding
Increase Brand Awareness
Being the Culture(Brand Coach)

Outcome

Build a strong refresh brand and algin teams across 9 branches

Check Online Proposal

Creative Process

Brief/ Challenge

The world is rapidly propelling towards change, with an influx of new technologies, prominent channels, and empowered consumers. Realizing the need for a creative shift cross Rich Group.

While Rich Group. was already in a process of streamlining the company, 77design lab(as we) decided to provide its own spin to Rich hair salon old style and design an innovative rebranding for their future. Coincidently, both the companies shared a relationship prior to working on this project, which strengthened their association.

Solution

While Rich Group has a creative network of offices around the Asia-Pacific , they realized that change is inevitable to meet the prerequisites of the future ahead. To bring a shift in the company, they removed internal divisions and obstructions so as to provide a clear path for adopting new measures.

We developed an interesting strategy of removing all barriers and making the objectives of the employees to unite as a single workforce for the company. Regardless of the individual’s particular skill set, they would perform in order to increase the overall creativity and productivity of the company.

Market Research

Since even the tradidtional hair salon industry is growing and transforming swiftly, we took up the challenge of developing a new, future-facing version of Rich Hair Group. By putting their artistic ideas into action, we initiated a transformation and created a fresh way of working and a brand new vision for the future of the company.

Time Management

The uniqueness of a company comes through its visual appeal and the overall vibe it emits. The previous logo of Rich hair salon had a connection to its history, which we revamped and presented as new in the form of rebranding. As their strategy depicts, they modified the new logo from CEO Rich Lee’s R, which was his trademark, to Taipei Ximending(西門町／せいもんちょう), which represented the mark of many people.

Product Features

Mobile App

This project was carried out within a team of five people. My role was to lead the team through the different steps, and I focussed as much on the research part and art style as on the designs of the prototypes.

Publish date : 2014-12-23

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Minimal Design

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Research Process

Competitive analysis

After having analyzed Rich hair salon and its website, we performed a competitive analysis to have an idea of other hairdresser’s offer online. When comparing it to two other local hairdressers, we found that their branding proposition was quite in the same line. Then we looked at the websites’ features and encountered a number of differences: some have the ability to make online appointments, provides price information, question forms, or inspirational content. This gave us an idea of what users might be missing on the website.

User research

We started our user research with an online survey, to gather quantitative data about users preferences and habits regarding hairdresser. 68 people were surveyed.

The survey highlighted different habits regarding the appointment-making process: 70.6% would make a phone call and 45% would go directly to the salon the arrange a visit.

User flow

In the following step, another map was made to better understand the structure of the product. The user flow shows the possible paths that a user can take to complete a task. This stage was more difficult than we expected as we had to think about any possible action on each page, such as the user, not filling-in which service he wants.

The user basically has to choose to make an account to have his data and appointments information registered, but any user without an account can also make an appointment without an account, and fill in his phone number or mail to receive a recap.

Signed-in or not, the user can also decide to pay online or directly in the salon so that he doesn’t feel obliged to go through the payment funnel if he doesn’t want to or have the time.