HARA
Professional.
Hara is a UK-based beauty brand that specialises in creating trade-specific products for hair removal, nails, and eyes. The brand is owned and developed by Aston & Fincher, which is the largest trade-based hair and beauty retailer in the UK. Following a decline in sales caused by Hara’s weak brand and market position, we were brought in to completely revamp the brand and re-establish its presence in salons across the country.
DELIVERABLES
BRANDING
PACKAGING
PRINT DESIGN
WEBSITE DESIGN
Initially, the logotype was created from a font and then modified to serve as a distinctive logotype. In the logo lockup, the elements are justified to the left of the logotype, with visual room left on the right to encase whatever comes below it, guiding the viewer’s gaze forward towards the rest of the product.
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!
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!
