Project: Lock and Luxe

Lock & Luxe was envisioned as a modern salon where expertise meets indulgence — but its branding lacked the clarity and refinement to convey that promise. The challenge? To create an identity that felt high-touch, quietly luxurious, and distinct from the overly glam or cliché salon aesthetic.

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We crafted a sleek, minimal brand identity rooted in sophistication and subtle confidence. From the custom logotype to an editorial-inspired visual direction, every element was designed to feel elevated, effortless, and grounded in service-led luxury. The result is a salon experience that looks as premium as it feels — refined, current, and unmistakably luxe.

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