Looks Salon gets a makeover with its new Niche and premium Look

Press Release

Looks Salon

New Delhi, June 25, 2018

LOOKS is a 30 years old home grown Indian luxury brand with a strong presence across India and with intent to expand further in the recent future. The brand has a strong footprint and customer loyalty with its neighborhood accessibility business strategy and a luxurious brand experience promise.

The idea behind repositioning the brand was that Looks architecturally had evolved into a very global feel and touch. The existing identity was not talking the same language. The brand identity needed a refresh to keep in sync with its heightened experience promise. This entailed looking at the brand from the scratch. So it built the new identity ground up. The intent to make the brand premium, global in feel, but without losing the familiarity and the equity that the brand build over the decades. So change was subtle but relevant. Therefore, the new design feels new and fresh, yet intuitively known.

According to team Think Simplr, they wanted to design the mnemonic as it’s the way the world recognises and compliments a brand. Beautiful is always “captured”, and the team tried to immortalize it for now and ever. This language of the framing with hands is universal symbol of holding beauty. They also said, “When we use it, we are clearly stating that the one within the frame obliterates everything else in her surroundings. She shines brighter than everyone else. The symbol is a universal symbol of beauty and stardom. And once we discovered that symbol L is what is used to create the frame of beauty. From there the design flowed logically and naturally. And we designed the core of the Looks brand promise.”

Speaking on the occasion, Mr. Sanjay Dutta, Founder, Looks, said, “We as a company have always prided ourselves in staying ahead of the market trends and delighting our customers. If you ever look at our history, you will discover change and evolution has always been our business philosophy and approach. We are delighted with the new identity created by Think Simplr, I think as a brand this change was important for us and needed at this stage. The market has changed significantly in the last few years. Fashion as a category is dynamic; it is not possible for the brand to survive if it stays static, not only in the way, what it does for the customer but also how it talks to its customers.”

Sudip Bhattacharya, Co-founder & Chief Creative said, “Looks is one of the most important works that we have done. If you look at the design, it is not dramatic, it is subtle yet significant. We didn’t want to lose on the brand familiarity; it was a brand refresh and not a brand change. Looks has a very strong equity in the market, our mandate was to strengthen and leverage the rich history of the brand. The new identity is a very forward looking design and we feel very beautifully captures the elegance and sophistication of the Looks brand promise.”

For further information, please contact:

Siddharth Khanna

Email - siddharth@brandvisage.com