LOOKS is a 30 years old home grown Indian luxury brand with over 100 salons across the country with an intent to expand to 500 salons in the next 5 years. Salons are a business with a very unique customer behaviour leading to a very interesting challenge. Due to a high engagement category, the customer propensity for risk is very low, resulting in a captive loyalty with a stylist. So when a stylist leaves the job, the salon loses the client. This coupled with the entry of high end international brands in the Indian market, put the business and the brand under an immediate threat. Our mandate was two fold, maintain the premium image and also protect the customer loyalty. This entailed looking at the brand from the scratch and we developed a new visual identity and completely redesigned their customer engagement journey for all their salons.