TAYA | reynato.tokyo

(Client)

Taya Co., Ltd.

(Description)

Taya Co., Ltd., which operates around 70 hair salons nationwide, was in the process of executing a mid-term management plan aimed at further growth as it approaches its 60th anniversary in 2024. In response, we developed a project scheme for a comprehensive rebranding initiative. This included formulating a corporate rebranding positioning strategy, renewing their flagship brand, "TAYA Hair Salon," which has existed since the company's founding, and supporting the launch of a new freelance hair salon brand, "ano."

(Styling)

TAYA Co., Ltd. sought to acquire a new customer base in response to changing market needs. We were tasked with creating a comprehensive strategy that crossed three key axes: corporate (service expansion), existing brand (targeting the middle demographic), and new brand (targeting the light demographic). This required both strategic planning and execution across all areas. For the new customer targeting strategy, we redefined TAYA's corporate positioning from a "hair salon company" to a "total beauty company." We supported this transformation through internal presentations and actions to align the company with the new vision, including advising on the introduction of new beauty services like esthetics and hair enhancement as part of the service expansion. For the launch of the new freelance hair salon brand "ano," we oversaw the brand direction, including naming, logo, visual identity (VI), and key visual (KV) development. In the rebranding of "TAYA Hair Salon," the brand concept was redefined as "Beauty that enriches life." We aimed to transform TAYA into a place where customers could experience not only physical beauty but also positive emotions born from that beauty, by offering an experience that stimulates the senses and allows customers to reconnect with their own sense of beauty and aesthetic awareness. The visual concept "Natural Luxury" was created, and the logo, colors, and visuals were completely renewed. The logo design, in particular, was updated to preserve TAYA's legacy as a pioneering beauty industry leader, with the "A" in TAYA subtly resembling the Japanese character for "person (人)," symbolizing the connection between "people (customers) and people (staff)." This elegant typographic design was implemented to elevate the brand's position and reflect a higher level of sophistication.