Amazon Salon
What if a salon could feel as intelligent as the technology behind it?
Project Overview
Project Overview
Amazon Salon was Amazon’s first physical hair salon, in Spitalfields, London — a place to try products with AR and point-and-learn technology as much as to get a haircut. We produced the launch identity around it: the salon lockup, window graphics, a texture system, Instagram content, website pages and print.
Challenges & Objectives
Challenges & Objectives
Make a technology company’s salon feel like a salon. The Amazon mark had to stay exactly what it is, while everything around it — window, textures, social — signalled warmth, hair and craft.
Amazon Salon
What if a salon could feel as intelligent as the technology behind it?
Project Overview
Amazon Salon was Amazon’s first physical hair salon, in Spitalfields, London — a place to try products with AR and point-and-learn technology as much as to get a haircut. We produced the launch identity around it: the salon lockup, window graphics, a texture system, Instagram content, website pages and print.
Challanges & Objectives
Make a technology company’s salon feel like a salon. The Amazon mark had to stay exactly what it is, while everything around it — window, textures, social — signalled warmth, hair and craft.
Industry
Professional Beauty
Services
Branding
Visual Identity
Social Media
Print Design
Timeline
2021
Industry
Professional Beauty
Services
Branding
Visual Identity
Social Media
Print Design
Timeline
2021
Logo
Logo
The salon lockup pairs the Amazon wordmark with “salon” in a lighter weight, so the brand is unmistakable and the venue is human.
Logo
The salon lockup pairs the Amazon wordmark with “salon” in a lighter weight, so the brand is unmistakable and the venue is human.
Typography
Typography
Amazon Ember throughout — the brand’s own typeface — with a warm amber and dark navy from the Amazon palette.
Typography
Amazon Ember throughout — the brand’s own typeface — with a warm amber and dark navy from the Amazon palette.
Window & textures
Window & textures
The “Hello Spitalfields” window turned the frontage into the campaign: large type, warm textures and the salon’s own imagery, visible from the street day and night. The same textures run through the interior, web pages and print.
Window & textures
The “Hello Spitalfields” window turned the frontage into the campaign: large type, warm textures and the salon’s own imagery, visible from the street day and night. The same textures run through the interior, web pages and print.
Instagram, web & print
Instagram, web & print
We ran the salon’s Instagram at launch — services, technology, the customer experience — and designed the web pages and the printed brochures, cards and flyers in the same system.
Instagram, web & print
We ran the salon’s Instagram at launch — services, technology, the customer experience — and designed the web pages and the printed brochures, cards and flyers in the same system.
Deliverables
Deliverables
Salon lockup
Window graphics
Texture system
Instagram content (launch period)
Website pages
Brochures, business cards, flyers
Deliverables
Salon lockup
Window graphics
Texture system
Instagram content (launch period)
Website pages
Brochures, business cards, flyers
Outcome
Outcome
One visual language now runs from the shopfront to Instagram to print. Whether someone walks past the window or lands on the website, Amazon Salon reads as one considered brand.
Outcome
One visual language now runs from the shopfront to Instagram to print. Whether someone walks past the window or lands on the website, Amazon Salon reads as one considered brand.