DryBy Branding & Digital

DryBy is a blow dry and nail art studio located in central London. DryBy’s aim is to transform the traditional blow-dry and nail experience for the discerning modern women.

We helped establish the brand when they were a start up with their branding, identity and digital.

DryBy has been featured in Goop and Harpers bazaar among many others as one of the best premium hair and nail salons in London

Overview

Project type: Team project collaborating with the client, salon interior designer, design agency director
Duration: 2014/2015
Role: Designer, UI/UX
Tools: Photoshop, Illustrator, Axure Wireframing
Result: Brand Identity, Brand book & guidelines, Holding page, Website, App UI/UX

The Goal

Create a brand identity and proposition to position this start-up salon in the premium blow-dry market in London.

The Customer

Affluent, professional women (ages 30-55) who may want a blow-dry regularly or event clients: booking a blow-dry as a group for special events e.g. special night out, weddings etc

(Based on market research and customer surveys)

Design Process

As the interior look and feel were already in progress, it was important that the identity & branding took this into account (see below) so that the whole brand experience would be cohesive.

Additionally huge part of the brand would be the experience customers would have in the salon, so it was important for the identity to reflex this luxury feel.

Based on a market research around a focus group of the core salon customers as well as the clients own preferences, the subsequent branding look and feel and stationary were designed to be very luxurious, elegant and minimal, utilising a soft colour palette with tones of white, pale pink, charcoal grey and cream.

It was equally important to stand out as a premium competitor to the other blow-dry salons on the market.

Ideation

We created the brand identity with the ‘R’ designed to subtly look like a strand of hair and chose a semi-sans serif font that we then edited, to keep it timeless, elegant but modern.

The identity has 2 different colours for digital & print: Charcoal grey for printed materials (unless foiled or as a physical sign on the salon frontage) and rose-gold for use digitally.

The brand stationary was kept minimalist and elegant with the logo rose-gold foiled on cream heavy weight card.

Colour Palette & Brand Pattern

A soft colour palette with tones of white, gold, pale pink, charcoal grey and cream.

The brand pattern was specifically created to add a touch of luxury and detailing to corporate branding materials or packaging.

The asset is 2 gold clasps on two individual rods that touch at a single point, and can be used under heading as an accent and as a repeating brand pattern.