A brand evolution
A brand evolution
What began as a simple logo refresh for the day spa ‘Breeze - Face & Body’ grew into a full brand transformation. A new name and refined aesthetic, a fresh website, engaging EDMs, striking signage, and elegant print, re-imagining the brand from top to bottom.
This new identity gave the salon a new level of prestige and elegance, whilst still honouring its legacy.
what's in a name?
The best names are relevant and resonate with both the audience and the times, while staying true to a brand’s essence.
An outdated name can hold a brand back. Done well, refreshing or evolving an outdated brand can breath new life into an identity, align with modern expectations whilst honouring legacy.
The original salon name ‘Breeze’ served a purpose and was self explanatory, it spoke to the salon’s offerings and relaxing experience. This title was born from the coastal location of the first salon, by the beach, relaxed, often with a gentle cooling breeze of an afternoon.
Whilst the title held relevance, the brand was in dire need of a refresh.
Evolving the title ‘Breeze’ into Aura, which actually has the same meaning in greek culture, gave the old brand new life and far stronger premium cues; leaning on Au (precious metal),
Before
Breeze
[ breez ] Phonetic (Standard)
IPA
noun
A wind or current of air, especially a light or moderate one.
a wind of 4–31 miles per hour (2–14 meters per second).
An easy task; something done or carried on without difficulty
After
Aŭra
[ awr-uh ] Phonetic (Standard)
IPA
noun
A distinctive and pervasive quality or character; air; atmosphere:
a sensation, as of lights or a current of warm or cold air; an aura of respectability; an aura of friendliness.
A subtly pervasive quality or atmosphere seen as emanating from a person, place, or thing.
