Client: Robert Ari hair salon – an upmarket hair salon in North London, of some 10 years standing, offering exclusive styles and treatments in a relaxed environment.
Brief: Robert Ari wanted a new look and feel for their forthcoming DM piece, in keeping with their branding, following on from their new shop design and logo redesign.
The DM piece was to go out to 80,000 people, in Robert Ari’s target areas, highlighting a promotional offer on ‘cut and colours’, with a new tone of voice.
Solution: Speaking to the client directly, and looking across all of their marketing collateral – including guest appearances on hair and beauty TV programmes – I noticed one thing in particular: Robert Ari were obsessed with hair.
What they didn’t know about different types of hair, how it could best be looked after, and how it responded to certain styling, wasn’t worth knowing!
To highlight this level of expertise, the tagline ‘Obsessed With Hair’ was born,
to sit alongside copy (and any future visual campaigns).
Copy was written in accordance with this, on the DM piece, highlighting that Robert Ari were also unique in the trends they set, rather than copying others.
All of this was brought to life with some sharp graphic design from Helix Design.