reBrand:

Branding Development: Salon 297

In 2014, Lari Hines embarked on an ambitious expansion project to transform her Fruitport Hair Station Studio into a full-service destination for beauty and body renewal. We were inspired by her vision to bring a big-city, upscale salon experience to West Michigan and excited to join her on this journey.

Salon 297 was created to deliver an empowering, luxurious experience. It houses five distinct personal care boutiques: Salon 297, Oasis Body Spa, Vivid Color Lounge, Voila Nail Spa, and GlamBar. Each boutique is dedicated to pampering, beautifying, and helping clients express themselves, with expert technicians and the highest-quality products and equipment.

Relaxation, Rejuvenation, and Personal style.

The Branding Challenge:

To create a sophisticated, bold logo for Salon 297 that captured the elevated experience and professionalism of the salon. Additionally, each boutique required its own logo that clearly aligned with and visually related to the Salon 297 identity as a cohesive family of brands.

The Solution

Inspired by Lari’s artistic vision, we designed a system of logos using expressive, brush-like strokes to symbolize the unique services of each boutique — evoking hair curls and waves, nail polish strokes, hair color highlights, and makeup application lines. Consistent typography and color usage unified the collection, creating a strong, stylish visual identity that reflects the mission of Salon 297 while allowing each boutique to shine individually.

The True Test

Strong branding endures over time, and this solution has passed with flying colors (literally). More than 10 years later, the branding remains relevant, classy, and stylish. It was intentionally developed so that the accent color could be updated as trends evolve, keeping the brand fresh, exciting, and visually upscale while maintaining its strong, recognizable identity.