BRAND TRANSFORMATION

John Freida Salons

/ Brand DNA
/ Positioning Strategy Consultancy
/ Brand Identity
/ In-store Activation
/ Creative Direction
/ Website Design

John Frieda Salons embarked on a bold brand transformation, redefining its identity for a new generation. At the heart of this evolution was Beyond Hair—a concept that elevated every salon visit into a truly transformative experience.

With a rich legacy and a partnership with celebrity stylist Serge Normant, John Frieda Salons faced the challenge of modernising their brand while staying true to their roots. Focusing on their flagship salons in London and NYC, we introduced Beyond Hair—a vision that extended beyond hairstyling to create an immersive, confidence-boosting experience.

More than just a tagline, Beyond Hair became the essence of their brand DNA. It redefined the salon as a sanctuary where clients not only looked their best but felt empowered, uplifted, and at ease. By blending exceptional service with a welcoming atmosphere, John Frieda Salons ensured that every visit was about more than hair—it was about instilling a feel-good factor, boosting confidence and transforming the moods of each client’s salon experience.

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John Frieda, Founder John Frieda Salons

“We always saw ourselves as a benchmark for the industry. And for the future of the business and the John Frieda brand, I’d love for us to get back to that. I’m very excited. I didn’t think about a full rebranding opportunity until I saw your presentation. I haven’t thought about rebranding anything for decades. I realise what an important opportunity this is because you are your brand, and if we are to get more organised and reach new audiences, which we need to do, having a new, cool, modernised brand is essential. You’ve done an amazing job with this proposal. Overall, I feel you’ve captured our personality, our style, the understated cool, and the vision. Which is the most important starting point. Thank you. ”

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