Project Description

Craig Berns Branding

The Client

Craig Berns is a full-service, luxury salon and spa located in the heart of Lake Country, in downtown Delafield. The experienced team of hair stylists, makeup artists, nail technicians, and estheticians take their craft to a new level by offering outstanding service with a dedication to natural health and beauty and to helping our planet.

CommunicatorAwards_icon 2020 SILVER AWARD OF DISTINCTION, CORPORATE COMMUNICATIONS CORPORATE IDENTITY & LOGO FOR A CORPORATION / BUSINESS, THE COMMUNICATOR AWARDS

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The Request

While Craig Berns began as an Aveda salon, they have extended their services and product lines to include a number of thoughtful, organic, and Earth-conscious offerings. Looking to break from the traditional brand guidelines of Aveda and build a signature look and feel of their very own, the Craig Berns team worked with Ocreative to develop a custom color palette and a new logo with custom typeface. This branding would extend to a freshly designed website and new marketing and service collateral to roll out the new brand.

The Strategy

Our expert color theorist worked with the Craig Berns team to get a deep understanding of how they wanted their brand to be represented. After presenting and refining a few color palette options, the final color story, aptly named Modern-Day Elegance, is triumph simplicity, minimalism, and a clean aesthetic. Offering custom colors like Billowy Gray, Space, Starlight Blue, African Sage, Rose Glow, Eventide, and Crisp White, this palette is a breath of fresh air and instantly transports to a spa-like, Earth-conscious environment and is both comfortable and modern.

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To accompany the new color palette, our graphic designers worked to update the Craig Berns logo with a fresh feel and new look. The new logo takes an updated approach to the typeface, emphasizing the “R” in both the first and second word, creating unique lines for the “A” and “N”. The new logo removes the old mark completely, transitioning from burnt sienna and brown to a clean black and white aesthetic. This new logo demands attention and defines luxury.

The Outcome

The new color palette and logo were the perfect foundation for a fresh website and modern branding collateral. The airy colors and clear typeface transition easily from print materials like business cards, recommendation cards, and signage to digital use for the website. The clean look and feel easily conveys the type of experience Craig Berns works to build for each and every one of their clients – clean, comfortable, modern, and luxurious.

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