Client Lakmé Salons
Project Nationwide Retail Identity
Lakme, an iconic Indian brand symbolising a contemporary Indian interpretation of beauty, needed a retail facelift for their salons to resonate better with their target audience of ‘global Indian’ women.
We worked closely with our Client to understand the audience profile, create audience personae and understand the services on offer. We carried out a design audit of their existing salons and our analysis indicated that the salons were designed mainly from the perspective of the stylists and customer stations were all wall facing or behind partitions.
For a modern, global Indian woman, we felt the need to drop the partitions and open up the spaces so that all services were visible and cross selling was easier. We made the style stations into a central island packed with skin care products. We hid the messiness of a typical salon with storage built into graphic fines. We created a unique and alluring graphic language and colour palette that embraced the spaces. The geometries were modern interpretations of an Indian mandala which exploded across the space.