Hairdo – Vita Raykhman

ART DIRECTION, ILLUSTRATION, EDITORIAL, BRANDING

Amika Hairdo bar was our first experience working with retail. We were heavily involved in all the decisions including the design and build of the new concept store along with our architect, Guy Zucker.

The primary design element was giant sheets of plywood with the Amika signature flower cut out of them. These repeated throughout the store from front to back creating a tunnel effect.

THE LOGO

We created an icon that combined a comb and champagne glass. We also created custom typography that was a continuation of the Amika logo.

THE LANGUAGE

We brought this layering and repetition into the graphic language of the hairdo bar identity. We saw this as a metaphor for the multiplicity of personas that we all have and that are further accentuated by changing our look. Although Winston Churchill is not known for being a beauty Guru, we thought his infamous quote “to improve is to change, to be perfect is to change often” nicely summed up this idea.

UNEXPECTED FACTORS

The Chinese logograms were an unexpected design element. We loved how these sat somehow in between the graphics and our typical Latin letterforms. Inspired by the hyper crowded signage in Hong Kong, which sometimes make Time Square look minimal. wWe mashed these all together treating them all as one English, Chinese, graphics, model to create a very East meets West identity that we thought was a perfect fit for this market.