SALON I SAKSEN
// Rebranding project
Context
Salon I Saksen is a well-established hair salon in the coastal town of Sæby in Northern Denmark. However, its existing identity lacked distinctiveness and did not reflect the character of either the salon or its local context.
Insight
In smaller communities, identity is closely tied to place. People choose businesses based on a sense of familiarity, belonging, and local pride.
Core idea
Anchor the salon’s identity in Sæby’s local culture to create a stronger sense of connection and recognition.
Concept
The rebrand draws on Sæby’s maritime heritage and local identity, using the iconic statue “Fruen fra Havet” as a symbolic reference point. The visual direction translates this into a minimalist and feminine expression, balancing elegance with a sense of place and positions the salon as an integrated part of the town’s cultural landscape.
Execution
The new identity was implemented across all touchpoints, including logo, visual identity, business cards, social media content, and a redesigned website. The cohesive expression ensures recognisability and consistency, while strengthening the salon’s connection to its local audience. The brand remains in active use today.
