Design showcase: A new face for RAWR to drive expansion

Beauty salon brand RAWR, previously known as Lashious Beauty, has opened a new London flagship under its new name, in preparation for a planned expansion.

The brand appointed design group Imagination to conduct a full brand overhaul, including audience definition, strategic positioning, new brand name and full asset design, along with retail concept design.

A new flagship store in London's Rathbone Place has now opened as part of the project. RAWR is planning large-scale expansion, and is set to roll out in a large number of locations in addition to its existing 20 branches, including concessions in certain Primark stores as part of an existing partnership.

The new brand has been aimed at the money-savvy urban consumer, and seeks to fit seamlessly into busy lives by helping them to expresses themselves through beauty – leading to Imagination’s strategic positioning of the brand – ‘bold beauty as unique as you are’.

The agency created a logo and creative assets to work in harmony with RAWR’s nail polish patterns. The logo is inspired by human gestural interactions. Imagination also developed new typographic treatments, photography style and iconography – alongside a custom suite of patterns to work with a fresh, flexible colour palette.

Imagination designed the new flagship store to provide a template for a rollout to additional sites.

The interior surfaces are a 'canvas of expression' – artistic wallpapers setting an immersive backdrop to the store. The store includes themed jungle-inspired features with a coloured epoxy resin feature floor inspired by the vibrant shades of nail varnish.

“This is a really exciting new brand with huge potential to grow in the UK and international beauty markets. We were keen to push the boundaries and create a standout identity that reflected the company's belief in personal empowerment,” said Imagination client services director Richard Hannah.

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