atelier haruka | reynato.tokyo

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(Client)

HARUKA HOLDINGS / Atelier haruka

(Description)

We were responsible for the corporate and brand renewal of Atelier Haruka, a company operating over 60 hair and makeup salons nationwide. Our work included defining the company’s purpose in the context of modern society, developing the brand identity (BI), conducting and producing visual asset photography, and creating the corporate site, service site, and recruitment site.

(Styling)

In response to the evolving customer experiences following the COVID-19 pandemic, Atelier Haruka reevaluated its existing business and hero services. This led to the recognition of a need to acquire a new customer base and revamp their communication strategy. As a company that operates in both beauty and welfare, a comprehensive brand strategy was required—from defining their purpose, creating a target strategy, and translating this into the store experience. We aligned the company’s enduring values of "continuing to pursue beauty" and "fulfilling customers' 'I wish there was…' requests," with modern trends and the new target audience, carefully tuning the messaging for each stakeholder group. For customers, we crafted the tagline "Here for you, today," to evoke the brand as something close to their daily life, a place they can visit with ease. Visually, we focused on the emotional transformation customers experience at Haruka—how feeling beautiful makes their heart dance and the world around them seem a bit more vibrant. This concept inspired the dreamy visual identity (VI) we designed. While keeping the original Haruka typographic logo intact, we developed new logo motifs, colors, fonts, graphic elements, and photography. The website was designed with a focus on functionality as a service site, ensuring smooth navigation to booking, while expressing the brand’s new world view through gradients and visual elements based on the VI.