ABOUT:
Abra Cut Abra, originating from Anna Nagar with its vibrant rainbow palette, recently expanded to
T. Nagar. Renowned for its playful charm attracting kids, the brand sought to elevate its image.
PAIN POINT:
In the pursuit of a premium image, Abra Cut Abra aimed to shift from its vibrant, child-centric identity in Anna Nagar to an inclusive family destination in T. Nagar. A crucial rebranding challenge emerged as the objective was to maintain the dual identity — a kids' salon and a premium family salon, ensuring resonance with the diverse target audience.
PRIMARY COLOUR PALETTE:
Originally intended as the kid's colour palette, the primary colour palette ranges from reddish-oranges to blue-greens, akin to teal. Striking a balance between engagement and premium aesthetics, the client's affection for these vibrant hues led to their predominant use even over the adult colour palette.
Originally intended as the kid's colour palette, the primary colour palette ranges from reddish-oranges to blue-greens, akin to teal. Striking a balance between engagement and premium aesthetics, the client's affection for these vibrant hues led to their predominant use even over the adult colour palette.
SECONDARY COLOUR PALETTE:
Catering to a more serious and mature tone, the adult-oriented secondary color palette spans from terracotta to olive gray. This selection introduces a subdued and neutral range, setting a sophisticated ambiance for the more serious aspects of the salon experience.
BRANDING ELEMENTS:
Two versions of the branding elements were presented, catering to both the vibrant primary palette and the serious secondary palette. These lines were converted into art brushes on illustrator which was then used to ensure a consistent and distinguished visual identity.
BRANDING ELEMENT NO 1:
Utilising the primary palette, it introduces gentle curves, symbolising the flow of hair throughout the designs. It serves as a visual motif, adding both style and coherence to the overall brand design.
BRANDING ELEMENT NO 2:
Using the adult-oriented palette, brings a mature and subtle flow, akin to Element No 1 but with a
more serious tone.
ILLUSTRATIONS:
In a power move for a salon, we harnessed the unique allure of illustrations inspired by Rokas Aleliunas, also known as Casual Polar Bear who has a distinctive art style. Crafted with care, each character in these illustrations embodies a distinct story.
SERVICE ILLUSTRATIONS:
These illustrations were mainly curated for the In-Store Branding of the salon, depicting their various services. They are currently hung as A3 posters along with the character illustrations inside the salon.
COMPREHENSIVE REBRANDING COLLATERALS:
As part of the rebranding journey, a diverse array of collaterals was meticulously crafted for Abra Cut Abra. This encompassed the catalogue, business cards, letterheads, envelopes, membership and loyalty cards, grooming passports, signages, wall stickering, QR scanners, and an ongoing merchandise project.
GROOMING PASSPORT:
The Grooming Passport is a playful twist on the salon experience for kids. Packed with interactive pages, coupons, and even birthday treats, it not only captures their grooming journey but also serves as a creative marketing tool. This imaginative approach extends the salon's appeal beyond the visit, fostering client engagement and referrals. Some of the pages from the passport are shown below.
SNAPSHOTS:
The following are some of the images taken from the salon in the initial stage and a
The following are some of the images taken from the salon in the initial stage and a
few of the brand collaterals in action.
