Longtime collaborator Taj Hotels approached us to create a new salon concept that reflected a contemporary approach to what a ‘salon’ could be.
When QUO was appointed by the Taj Lands End Hotel in Mumbai to create a modern salon concept to go with its luxury property, our strategy team started by compiling insights into the salon industry, within India and globally. Their research yielded some interesting observations, namely that India’s beauty industry is one of the fastest growing in the world, Indian men aged 25–45 spend more on grooming products than females of the same age group, and this spending is expected to grow at a significantly faster pace than female spending.
With this in mind, a unisex offering was developed under the umbrella concept of a ‘salon reimagined’. Through signature events, programmes and workshops, niu&nau attracts a clientele that wants something more from its salon experience, a place to meet and mingle, to see and be seen. A complete range of services for men as well as women sets this new brand apart, as many regular salons view men’s services as an afterthought.
Brand strategy and culture
Guest experience guidelines
Naming
Logo and visual identity
Tone of voice
Brand book
Applications
As niu&nau is a casual and relaxed place, our design team customised a logo using a curved letterform combined with a lower-case treatment to make it approachable and friendly. The tails of each letter create a sense of continuity and harmony which speaks to niu&nau’s sense of community. As this logo has a one-line approach, a darker colour is used to highlight ‘niu’ and ‘nau’.
The niu&nau tone of voice is light and young-at-heart. Speaking niu&nau evokes visions of a casual conversation with an old pal. An energising chat full of expression and creativity—filled with that feeling of ‘yeah, we get each other’.
No look is complete without the right accessories. QUO developed a full suite of applications and collateral for the new brand—an advertising campaign for a glittering launch, salon menus, an EDM template, stylish uniforms etc.
