It may seem an odd message from a branding agency – don’t rebrand. But it’s what we often tell our clients. Don’t do it unless you really have to.

Client CLIPHAIR
Scope BRAND STRATEGY \ VISUAL IDENTITY

When Cliphair approached Pull London, they had a sound business that had grown successfully for 16 years. Some of their competitors looked a little more glam – though not in a way that felt right for Cliphair. They had a brand, but no brand guidelines, and an identity that didn't match the real buzz that the business had.

“WE DIDN’T REBRAND. WE BLOOMED”

WHO ARE CLIPHAIR?

Cliphair wasn’t launched by a celebrity or influencer with a huge following and social media posts that went viral - it began with a simple idea which was validated by the consumer research we conducted.

The research validated the insight that Cliphair was founded on: great hair gives people confidence. Cliphair should make that easy.

It all started when Farhan Mehdi, an accountant with an entrepreneurial heart, saw a gap between expensive salon luxury and affordability. Starting with a few eBay listings, he set out to make real, beautiful natural hair extensions available to everyone.

His brother Riz, a marketing graduate, soon joined, bringing fresh creativity and a marketing vision that transformed Cliphair from online marketplace product into a trusted brand.

THE TRUTH ABOUT HAIR

According to the iconic hairdresser scene in Fleabag “It's the difference between a good day and a bad day, Hair is everything!”

And according to our research she’s right. Nearly one third of UK females between 18 and 60 regularly use hair extensions and only 15% would rule the idea out.

People value their hair (even if it isn’t theirs) more than any other aspect of beauty. Hair defines us. No other single beauty element has so much potential for transforming our sense of confidence, wellbeing, empowerment and self-image.

HOW CLIPHAIR CUSTOMERS SAW CLIPHAIR

Pull London we have a problem.

Our research showed that Cliphair’s customers truly loved them. They saw the brand as approachable, fair and easy to do business with. But beauty is as beauty does. They thought the brand identity was the sort that belonged to a smaller brand. It was indistinct and difficult to remember. Awareness was low and the generic sound of the brand name made it difficult to recall. Cliphair customers told the brand to glam-up. To be more bold and confident. So Pull helped Cliphair blossom.

THE BRAND BLUEPRINT™

Their customers saw Cliphair’s key attribute as approachability. The brand was seen as an inclusive problem solver, responsive and value for money. Our qual research provided the Blueprint with a great analogy: Cliphair’s relationship with their customers was “like a hairdresser has with their regular clients. Honest, light-hearted, caring and professional”. This defined the brand personality. This is how Cliphair was. But not necessarily how they looked and sounded.

So this formed our creative brief. Cliphair needed a strong, distinct identity, and should sound approachable, sometimes funny or playful. Providing the best advice in the way you might want your best friend or hair stylist to do.