QKLA

QKLA

Brand strategy, Identity, Communication

Brand strategy, Identity, Communication

QKLA approached us to develop an identity for a new chain of classic beauty salons: a standard range of cosmetology services, luxurious furnishings, and highly-trained professionals.

QKLA approached us to develop an identity for a new chain of classic beauty salons: a standard range of cosmetology services, luxurious furnishings, and highly-trained professionals.

The style is based on the allegory of mirroring and dualism. When a woman, on the one hand, wants to focus on herself and her own feelings, but on the other hand, seeks the attention of other like-minded women.

The style is based on the allegory of mirroring and dualism. When a woman, on the one hand, wants to focus on herself and her own feelings, but on the other hand, seeks the attention of other like-minded women.

The symbol of such a reflection is the letter Q, the shape of which resembles a mirror.

The symbol of such a reflection is the letter Q, the shape of which resembles a mirror.

The main accents are determined by the always up-to-date black color. White - adds air. The secondary color is light grey.

The main accents are determined by the always up-to-date black color. White - adds air. The secondary color is light grey.

A reflective and iridescent holographic pattern acts as a structural colour that emphasises the essence of the brand. Its use in various kinds of textures outlines the aesthetics and beauty of the images of club members.

A reflective and iridescent holographic pattern acts as a structural colour that emphasises the essence of the brand. Its use in various kinds of textures outlines the aesthetics and beauty of the images of club members.

In our strategic analysis, we found that most of the competitors are alike and play on two popular concepts: ‘fairytale for princesses’ and ‘adult life’.

In our strategic analysis, we found that most of the competitors are alike and play on two popular concepts: ‘fairytale for princesses’ and ‘adult life’.

Continuing our research, we held a series of in-depth interviews, which led us to the following insight.

Continuing our research, we held a series of in-depth interviews, which led us to the following insight.

Women from our target audience are tired of conforming to societal demands and not being true to themselves – both in terms of their appearance, conforming to accepted standards, and their inner state – being constantly busy and tired but not showing it. They want to be part of a new kind of society where they can take pleasure in the present and take care of themselves just because they enjoy it, and not because somebody else told them to!

Women from our target audience are tired of conforming to societal demands and not being true to themselves – both in terms of their appearance, conforming to accepted standards, and their inner state – being constantly busy and tired but not showing it. They want to be part of a new kind of society where they can take pleasure in the present and take care of themselves just because they enjoy it, and not because somebody else told them to!

This positioning has in fact redefined the original business concept by introducing new items into the service mix and increasing the added value of the services.

This positioning has in fact redefined the original business concept by introducing new items into the service mix and increasing the added value of the services.

Project team

Project team

Management — Robert Dertsyan
Production – Aleksey Evdokimov
Strategy – Larisa Gryazeva
Media strategy – Natalya Gorbunova
Identity – Dmitry Terekhov
Creative campaign – Dmitry Muravyov

2019

Management — Robert Dertsyan
Production – Aleksey Evdokimov
Strategy – Larisa Gryazeva
Media strategy – Natalya Gorbunova
Identity – Dmitry Terekhov
Creative campaign – Dmitry Muravyov

2019