objective:

_

revive with

purpose

Salon Chic was once a luxury hair salon based inside a five-star international hotel in Hong Kong. It built its reputation on high-end styling and chemical services, but has unfortunately ended its business in 2008.

Two decades later, the brand was ready to reopen.

However, the original identity obviously carried an early 2000s aesthetic, which features heavy typography and dated elegance. Its visual cues no longer aligned with how luxury is perceived today. The challenge wasn’t simply to “refresh” a logo, it was to revive a brand with history while freeing it from the outdated conventions.

Salon Chic needed to feel relevant and confident again, while honoring its legacy as a premium salon at the same time. The identity had to speak to a new generation of clients, yet still feel at home in a luxury hospitality setting.

strand

to

system

I began by comparing what luxury meant in 2008 to what it represents today. Through research, I found that contemporary luxury brands tend to be subtler and quieter. Their design feels more intentional and considered, relying less on decoration and more on clarity and control.
‍
Typography became the anchor of the identity. A refined serif paired with clean spacing created a sense of timelessness without feeling tied to a specific era. The colour palette shifted toward neutral tones, allowing the brand to feel enduring and understated rather than visually overpowering.
‍
More importantly, I preserved the meaning behind the hair strand from the original logo and transformed it into a cut-out ponytail that gradually evolves into a tulip form. This new brandmark symbolizes growth and renewal, representing the salon’s commitment to moving forward while respecting its heritage.

timeless

clarity

From logo refinement to the development of a complete visual system, the focus was on cohesion. Every element was designed to work consistently across signage, print, digital platforms, and in-salon applications.

Salon Chic re-emerged with an identity that feels contemporary yet grounded. The brand now communicates confidence without excess. It feels calm, elevated, and intentional — aligning with how modern clients perceive premium experiences.

Even when a business requires a rebrand, it still carries its own history and story. This project reinforced an important lesson for me: Redesigning isn’t always about adding more. Often, it’s about removing what no longer serves the brand.

Working on Salon Chic strengthened my ability to balance heritage with modernity. It reminded me that thoughtful restraint can be more enduring than design trends.

Most importantly, it demonstrated how strategic design can reposition a business with clarity and confidence.

Ready to bring an experience to the world?

Let

s talk.

how

s it work?

direction

We define the core of the project — its goals, positioning, and overall direction. This stage sets the foundation for how the work should feel and function, not just how it should look. Together, we establish a clear creative direction that guides every decision moving forward.

Typically 1–2 sessions before work begins (around 1 hour each)

development

With a clear direction in place, I develop the core creative work — whether that’s a brand identity, visual system, illustration, or digital experience. Each project is approached with focus and intention, building a cohesive outcome.

Timeframe depends on scope —
Brand Identity: ~2–3 weeks for initial concept
Website: ~4–8 weeks depending on complexity

delivery

We refine the work and translate it into its final form. This ensures everything is resolved, consistent, and ready to be used across its intended context — whether digital, physical, or both. You’ll receive a complete and considered outcome, ready for implementation.

2–3 weeks depending on scope

© Ruth Leung

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salon chic

02

beauty salon returning after two decades

objective:

_

revive with

purpose

purpose

strand

strand

to

system

system

timeless

timeless

clarity

clarity

Let

s talk.

how

s it work?

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