2019
Comprehensive brand identity, including strategy and positioning, for Organique Hair & Body, a New York City salon specializing in all-natural treatments.
As a new brand in a highly competitive market, Organique needed to differentiate itself from larger franchise salons and single location sole-proprietor salons. The solution was to go big and bold, with the custom-drawn logotype always rendered as large as possible and complemented by carefully curated photography: The result is a striking identity that is instantly recognizable and memorable.
The "rounded and grounded" logotype anchors the brand, giving it a soft yet solid feel. This is achieved in part by inverting and rotating the lowercase q to eliminate the descender and visually ground the logo along the baseline.
Splitting the logo vertically at the letter n also allows for a larger logo that appears to wrap around printed materials: This treatment is especially effective on double-sided collateral, where the logo is intentionally placed off-centre and bleeds off the right edge, instinctively prompting the reader to turn the item over to read the other side.