Marvelous Hair & Beauty Brand Strategy

Welcome to the Marvelous Hair & Beauty Brand Strategy and Design Guidebook! This comprehensive resource will help you maintain a consistent and impactful brand presence. By following these guidelines, we create a cohesive brand experience that leaves a lasting impression of excellence.

In this guidebook, you’ll find everything you need to understand our brand, from our identity and voice to our visual guidelines. A strong brand strategy and identity are crucial in today’s competitive market, enabling us to differentiate ourselves, build trust, and forge stronger connections with our audience.

LUXURIOUS HAIR CARE

No harmful ingredients

About Embrace. Transform. Embrace.

NOURISHING FORMULAS

Caring for your hair’s health

Marvelous Hair & Beauty is a transformative haircare brand that believes in enhancing natural beauty from within. Our range of all-natural products and services is meticulously crafted to cater to healthconscious individuals seeking holistic beauty solutions.

REVITALIZING ROUTINE

Products that work

Mission

Our mission is helping individuals embrace their natural beauty and achieve thriving, healthy hair through exceptional services, expert guidance, and high-quality products.

Vision

To be the ultimate destination for transformative hair care experiences that enhance well-being and happiness.

Excellence

Delivering exceptional service and results through the best techniques and high-quality products.

Our Values

Empowerment

Providing clients with knowledge, tools, and support to care for and celebrate their hair.

Authenticity

Embracing and celebrating the authentic beauty of each individual.

Professionalism

Maintaining a high level of professionalism in all interactions and communications.

Personalized Care

Tailoring services to meet individual needs and preferences.

Tone of voice

The Guide tone of voice through verbal and written communication represents the way we are recognized and distinguished in the market

What we Are

Authentic

Knowledgeable

Confident

Trustworthy

What we’re not

Dismissive Dull

Unreliable

Unprofessional

Target Audience

Demographics

Gender: Male/Female

Age: 25-45

Location: Tampa Bay, Florida

Income: Salary from profession

Psychographics

Values: Self-care, authenticity, embracing natural beauty

Motivations: Hair health, growth, and styling; personalized attention

Preferences: Premium products and services, holistic approaches to hair care

Behaviors

Information Sources: Instagram, YouTube, personal recommendations

Social Media Engagement: Active engagement with hair care-related content

Decision-Making: Research and comparison of stylists and salons

Booking Process: Prefer convenient and user-friendly online platforms like StyleSeat

10

Brand Positioning

Expert Loc Care

Specializing in loc care with advanced techniques and personalized services.

Quality Products

Offering high-quality hair care products for optimal results.

Personalized Attention

Providing tailored services based on individual needs and goals.

Relaxing & Professional Environment

Commitment to Customer Service

Creating a comfortable and professional salon experience. BRAND POSITIONING 2023 BRAND OVERVIEW

Our

Promise Unlock the Marvel of Your Loc Journey with Our Unmatched Care and Expertise

At Marvelous Hair & Beauty, we promise to unlock the full potential of your loc journey, empowering you to embrace growth, confidence, and inner transformation. We believe in the power of your natural beauty and are dedicated to providing an extraordinary experience. Trust us to bring out the marvelous in your hair and make your loc journey truly extraordinary.

Brand Story

It all started with a spark of passion deep within my soul. As a loctian with a love for natural beauty, I embarked on a journey to create something truly special. I wanted to share the magic of locs and empower individuals to embrace their unique beauty.

Marvelous Hair & Beauty is the realization of that dream. It’s a place where I pour my heart and expertise into helping clients on their loc journey. With each twist, each retwist, and each style, I strive to create not just beautiful hair, but an experience that leaves a lasting impression.

My love for locs runs deep, and it’s this love that drives me to deliver exceptional services. I believe in the power of quality craftsmanship, using the best techniques and products to bring out the best in every client’s locs. But it’s not just about the hair; it’s about the connection, the trust, and the celebration of authentic beauty.

When you step into Marvelous Hair & Beauty, you’re not just a client – you’re a part of our family. I create a space where you can feel comfortable, where you can share your dreams and aspirations for your locs, and where you can leave feeling empowered and inspired.

This journey is about more than just hair. It’s about self-expression, self-love, and embracing your roots – both literally and metaphorically. I want to be there for you every step of the way, offering guidance, support, and a genuine passion for helping you shine.

Competitor Analysis

Competitor 1 (Sandy the Barbher)

While they also offer a variety of services, their differentiation comes from their active engagement on Instagram and personalized communication with clients through text messages.

Competitor 4 (Dreads by Ci)

Expertise in diverse dreadlock styles and strong visual branding. Their differentiation comes from their extensive portfolio and cohesive aesthetic on Instagram.

Competitor 2 (Afrikan Loc Picasso)

Expertise in loc care and personalized communication. Visually appealing Instagram feed showcasing their work, but their differentiation comes from their direct calling communication approach.

Competitor 4 (Hunterlockx)

Sspecialization in crochet dreadlocks and the convenience of their integrated booking system. They have a strong online presence and comprehensive information about their services.

SWOT Analysis

User Research Insights

Convenient Communication & Location

“Communication is great and she is always accessible”

Quality Work and Personal Attention

“Her work is always super neat and looks amazing”

Relaxing and professional environment

“She has the calmest and most relaxing vibe. Clean, comfortable, and professional.”

“She is in a prime and convenient location.”

“She gives my her her full attention with no distractions and it always turns out perfectly.”

“I like that her salon suite is private and not crowded. The salon is always neat and clean.”

High-Quality Hair Oil Products Expertise and Education

“I usually get a retwist and style. She teaches me haircare while I’m getting serviced.”

Valued Customers

“Every time I walk in her suite she makes me feel valued! And I mean it!!!”

“My hair stays hydrated longer, less flakes and has a nice shine at the roots.”

“She’s absolutely amazing I would recommend her before anyone else in this field.”

“I use her oil! I like the oil...light, not really greasy, and keeps my scalp moisturized”

Lakisha Johnson

Motivations

Age: 40

Location: Tampa, FL

Occupation: Business Owner

Income: $75-100k

Values professionalism, reliability, and exceptional customer service. As a busy entrepreneur, she seeks a trustworthy and skilled stylist who can provide top-notch loc care services. She appreciates a comfortable and clean salon environment that allows her to relax and unwind.

Goals

Aims to maintain well-groomed and stylish locs that reflect her personal brand and make a positive impression in her professional network.

Frustrations

She has had experiences with stylists who lacked punctuality and did not meet her expectations in terms of service quality and customer experience.

Communities

An active member of local business networks and values recommendations and referrals from fellow entrepreneurs.

Jason Thompson

Motivations

Age: 28

Location: Orlando, FL

Occupation: Marketing Executive

Income: $75-100k

Seeks high-quality loc care services that deliver exceptional results. He values professionalism, punctuality, and attention to detail. He appreciates stylists who understand his hair needs and provide personalized haircare advice.

Goals

Aims to maintain well-groomed and healthy locs that reflect his personal style and professional image.

Frustrations Communities

He has had experiences with stylists who lacked professionalism and did not meet his expectations in terms of service quality and results.

Follows haircare influencers and engages in online communities to stay updated on loc care tips and trends.

Visual Identity 3

Logo usage

Our logo is the face of Marvelous Hair & Beauty, serving as the primary visual representation of our brand. It is important to use it correctly and consistently to convey strong, positive messages about who we are. Our logo type features the elegant and retro font that captures the essence of our brand, creating a timeless and sophisticated look.

Logo variations

Primary Logo - Stacked

The stacked logo features a onecolored design with “Marvelous” on top and “Hair & Beauty” below. It maintains a clean and cohesive look on a white background.

Horizontal Logo

This logo variation offers versatility in its layout, particularly suitable for wider spaces or when a horizontal format is preferred.

Logo variations

Secondary Logo

This logo variation is used in promotional materials, advertisements, and digital assets where the tagline adds emphasis to the brand’s core message of hair transformation and style empowerment.

Accent Logo

This logo variation logo is used to add a unique touch to certain applications where a more prominent and eye-catching representation of the brand is desired.

Logo variations

Logo Mark

This logo variation provides a simplified and compact representation of the brand, making it versatile for various branding applications. It can be used as a standalone mark or as a secondary element alongside the primary and secondary logos.

The accent logo and logo mark can be utilized on merchandise, social media profiles, stationery, and other branding materials where a more concise and versatile representation of the brand is needed.

Clear space

The gray area around the logo defines the minimum space that must be left between the logo and any other graphic elements such as text, illustrations, and borders. This is to ensure that the logo retains a strong presence wherever it appears.

The “x” measurements in this diagram are used to indicate equal spaces. the hight/width of the logo

Minimum size

Establishing a minimum size ensures that the impact and legibility of the Logo are not compromised in the application. Due to the higher resolution available in print vs that of screen-based media (300dpi vs 72dpi respectively), we are able to reproduce the Logo at a fractionally smaller size in print without any graphic deterioration

Digital

To ensure legibility and impact, the Logo should never be reproduced smaller than 70px in any digital communication.

Print

To ensure legibility and impact, the Logo should never be reproduced smaller than 20mm in any print communication..

Full Color Logo

Color plays a vital role in the (Marvelous Hair & Beauty) brand identity. The logo features a single color, which is used consistently across all brand communications. This mono-color approach creates a cohesive and unified visual identity for the brand.

By utilizing a single color for the logo, (Marvelous Hair & Beauty) achieves a clean and minimalistic aesthetic that exudes elegance and sophistication. This simplicity allows the logo to stand out and make a strong visual impact.

Black/Midnight

Charcoal

#161616

Logo on Backgrounds

The (Marvelous Hair & Beauty) logo is available in three color variations: full color, reversed, and black. While the full color version is preferred, the reversed and black options can be used when necessary for legibility. Choose the most appropriate variation to ensure visibility and maintain brand consistency.

A. Color

Colored logos represents the vibrant and dynamic nature of the brand. It is the preferred option for maximum visual impact and brand recognition.

B. Reversed (white)

The reversed logos work best on dark backgrounds and photographs, but they also work well on midtoned backgrounds.

C. Black

Black logos work best on light backgrounds and photographs, but they also work well on mid-toned backgrounds.

Logo on Photographs

As a hairstylist, it’s essential to consider the professional photography aspect when incorporating the logo. When capturing photos of clients’ hair transformations, aim to place the full-color logo directly on the images whenever possible. Ensure the chosen photographs have sufficient contrast to preserve the logo’s visibility and impact. In situations where direct placement is not feasible, you may use a light or dark color band as a background for the logo, as demonstrated in the following examples. This approach maintains the visual integrity of the logo while complementing the hairstyling context.

Unacceptable Logo Use

1. Do not fip

2. Do not distort horizontally

3. Do not add a drop shadow

4. Do not change relationship of elements

5. Do not outline

6. Do not distort vertically

7. Do not box

8. Do not change typeface

With Other Partner Logos

When the (Marvelous Hair & Beauty) logo is displayed alongside the logos of partner organizations, it is important to ensure that all logos appear to be approximately the same size.

Be sure to follow the specifications on minimum size and space around the logo.

Color Palette 4

Primary colors

Secondary colors 0.1 0.2

Page 33 Page 34

Primary colors

Secondary colors

Forrest Moss #6B7D53

C:14 M:0 Y:34 K:51

Spring Breeze #B8C684

C:7 M:0 Y:33 K:22

Ruby Velvet #954249

C:0 M:56 Y:51 K:42

Gold Gradient

Primary Typeface

The typography choices for (Marvelous Hair & Beauty) play a crucial role in expressing the brand’s personality. By maintaining consistency in typography, we establish a strong and recognizable brand identity.

The primary typeface is Tangerine, which will be used for headlines. Its elegant and flowing letterforms evoke a sense of beauty and sophistication, perfectly aligning with the brand’s aesthetic..

Secondary Typeface

As for the secondary typeface, Bebas Neue Pro is a versatile and modern sans-serif typeface will be used for subheadings, body copy, and buttons, ensuring clarity and readability across various brand materials.

Photography style

Our ideal photography style combines elements of whimsy, fairy-like ambiance, and a touch of elegance. Outdoor settings, particularly in natural landscapes, provide a perfect backdrop for our brand’s enchanting imagery. Think of ethereal scenes, with soft lighting and a sense of wonder that evokes a tea party in a magical forest.

In addition to capturing the mystical atmosphere, it’s important to incorporate ample white space in our photography. This allows our products to take center stage, highlighting their beauty and quality. Clean and minimalistic compositions with strategic placement of our hair products ensure that they are the focal point, allowing customers to fully appreciate their allure.

8 BRAND STRATEGY & DESIGN BRANDING IN USE 2023

Logos

Here is an example of how to use branding elements.

Social Posts

Here is an example of how to use branding elements.

Bag

Here is an example of how to use branding elements.

...more than just a salon—it’s a destination for hair transformation, self-expression, and empowerment.