Rapture is a leading British hair extension brand operating a B2B2C model through the professional salon market.
Facing a surging market, combined with increasing competition they decided to rebrand – with the aim of making their products more premium and aspirational for the end customer. They approached Milestone for branding, packaging, literature, sales materials and website look and feel.
We created a new distinctive word mark and extractable icon with an expressive typography style.
Working with the management team and talking to salon owners and end customers we developed a positioning approach around the idea of transformation. This innovative product range could perform magical transformations for customers while providing significant new revenue streams for salons.
The brand’s existing colour palette of bright pinks was replaced with a more sophisticated range of soft, muted tones and metallics contrasting with black. A brand toolkit provides guidance on aspects of bringing the brand to life from visual identity to tone of voice.
“We have developed a great relationship with Milestone, nothing is too much trouble even at short notice. They understand the look we were wanting to achieve and gave us all the tools to do so.”
Nick Allen – Sales Director