The Design Process: Hazel + Beck Branding Suite Part 1
In keeping with the theme of a previous post, showing you a behind the scenes look at concept development and designs left unused, my next client to be showcased in this developing series is the logo work for a new client, Hazel + Beck Organic Hair Designs.
Founder, Ainslie Howenstine, is a master colorist, cutting specialist and devout practitioner of holistic care. Her years of experience have shaped her philosophy and approach to hair care. Her new studio, Hazel + Beck is located in the Sierra Foothills and will be a destination retreat for the Northern California region. Offering services from a simple cut, to advanced balayage coloring techniques, scalp treatments to application of extensions of the highest quality, H+B’s all organic products will leave you beautiful and toxin-free. Future services will include aesthetic treatments and massage.
Soon to be released in tangent with her new salon space, Ainslie will also be launching a product line developed with botanicals grown on her family farm.
Ainslie is a force of nature who exudes creativity and joy in all she does. Working with a client like this is a fantastic creative challenge because Ainslie has a clear idea of the feel she wants, lots of inspiration pulled together to share and a good understanding of how building a brand works. This makes it both easier and more challenging to develop concepts.
Working on a branding suite that encompasses her accumulated experience and tells the story of where her brand will go was a creative challenge that was joy-filled to the highest degree.
The Geode / Tree Ring Concept
Ainslie spoke of her connection to the natural world, being raised in the forests of the Sierras. She is greatly drawn to wood texture and tree ring motifs as well as the deep blue greens found in the lakes and rivers of the surrounding areas. Below you will see components and stages of the workflow that landed with the first concept presented to her. Some of these components also played into aspects of the other two logo concepts presented further down in the post.
The Mystical Forest Concept
Everything with the Hazel + Beck philosophy is rooted in Ainslie’s experience growing up in the forests of the Sierras. Her connection with nature and her emphatical nature to hook in to each of her clients to produce the most personalized and the best experience for each of them needs to show through in her brand. Hazel + Beck is more than a hair salon and studio, it is an extension of its owner and a philosophy to be taken into daily life.
The Topo and Endless Horizon Concept - WINNER WINNER!
This concept derived from Ainslie’s connection to the Sierra Nevada Mountains where she grew up. Spending most all of her free time outdoors, her connection to this sacred place is deep. My notion was to find a meaningful peak on a topo map near her childhood home and simplify it for a topo-inspired motif in this concept. Initially I had thought the design would go one direction as you will see in the sketch below (second line of images) and initial digital sketch, but it wasn’t working. I went back to the inspiration board to look for other design elements and found the inspiration I needed to move this design to its final form.