Charge more.
Grow profits.
HARA PROFESSIONAL
Hara needed the brand to feel premium so they could command higher price points.
Evolving a brand’s look and packaging helps customers see value before price, letting you protect your margins.
People pay more when they believe they deserve the premium… design helps them see that. Get it wrong and clients expect discounts.
If you’re discounting too often, let’s show your true value.
The aim:
Breathe fresh life into a long-standing brand.
The stuff:
Brand evolution, packaging redesign, extended range, POS and displays.
The results:
Sales volumes and revenue up; brand perception elevated.
Hara Professional’s identity began with a logotype carefully crafted from a base font and then refined to create a distinctive, recognisable mark. In the logo lockup, supporting elements are aligned to the left of the logotype, leaving purposeful space on the right to accommodate additional messaging or imagery. This thoughtful design guides the viewer’s eye forward, drawing attention seamlessly to the product and reinforcing Hara Professional’s confident, professional presence in the market.
Hara’s packaging lacked a cohesive visual identity and was uninspiring. The packaging failed to engage customers and didn’t communicate the brand’s values or unique selling proposition effectively.
However, by using distinctive product coloring, impactful call-to-action statements, and engaging composition layouts, Hara’s new product packaging strikes the perfect balance between consistency and individuality.
To ensure uniformity across the brand, every Hara product adheres to a specific template that displays relevant information in a consistent location on the packaging. This design decision was carefully considered to enable salon staff to quickly locate vital product information without having to spend excessive time searching for it. All the while looking great on the shelves!
The numbers.
Following the rebrand, HARA saw a 71% increase in overall sales, driven by a clearer identity, elevated design, and stronger brand messaging. The refreshed look and feel resonated deeply with both existing customers and new audiences, boosting engagement across all channels.
The nail range experienced a 119% sales surge, thanks to standout packaging, focused campaigns, and a more aspirational brand narrative. This repositioning turned a standard range into a must-have collection, attracting new interest and repeat purchases.
Most impressive was the 200% growth in eye and wax products. These ranges, once overlooked, became heroes of the brand through striking visuals, premium presentation, and improved retail presence—proof of the rebrand’s transformative power.
Quote from the customer
We found working with PHd incredibly easy. Rebranding a range is an incredibly complex process, but we felt supported the whole way.
They provided invaluable guidance, along with fabulous design concepts. We are delighted with the range and the response to the new branding has been incredible.
Claire LeBrun | National Beauty Manager
During the design process for Hara’s website, we took into account the website’s intended purpose and target audience. The primary visitors were beauty professionals seeking to learn more about the brand and access training videos and other brand resources. As a result, the website had to be user-friendly and easy to navigate, directing visitors to their intended destination quickly and efficiently. The main objective of the website was to educate visitors about the brand rather than directly selling products to them.
Hara’s brand position has undergone a dramatic transformation. Previously perceived as a budget brand relegated to storage rooms in many salons, Hara is now proudly displayed on shelves as a premium, highly-regarded brand. Our strategic branding and marketing initiatives have effectively communicated the brand’s unique value proposition, resulting in a significant increase in consumer demand and trust. A job well done!
