Guilles
Guilles is an LGBTQIA+ friendly, sustainable salon in Newtown, Sydney, known for its gender-free pricing and cult following in the Inner West.
SCOPE Brand Strategy Brand Identity Illustration Digital Templates
YEAR 2025
LOCATION Sydney
INDUSTRY Beauty & Wellness
Guilles Salon approached Studio Esens to refresh their brand identity, bringing new life to their visual presence while staying true to their core values of inclusivity, self-expression, and community. We began with a deep dive into brand strategy, shaping the foundations of their identity around the concept of the salon being the Home of Good Hair. A space where everyone feels at home and free to express themselves. This story guided the design process, resulting in a refined yet welcoming brand aesthetic. To support their evolution, we created minimal, clean social media templates for the team, ensuring a consistent and effortless presence moving forward.
Logos
At the heart of Guilles' visual identity is a refined yet effortless logo palette, designed to reflect the salon’s inclusive and welcoming energy. The ‘G’ takes center stage, embodying connection and creativity through its gentle curves. The symbol logo’s simplicity allows it to stand out while subtly nodding to the fluidity and movement of hair, creating a brand presence that feels both modern and inviting.
Colours
Earthy and bold, the colours were chosen to reflect a safe sanctuary for clients, offering a cohesive experience both in the salon and digitally.
Typography
Creative and expressive, the typography palette was carefully chosen to reflect the unique quirks of the Guilles brand. It strikes a balance between boldness and approachability, capturing the salon’s distinctive personality.
Illustrations
The illustrations were thoughtfully designed to softly reflect Guilles' Western-inspired aesthetic, featuring skulls, horseshoes and snakes. We aimed for a balance of edge and warmth, creating art that feels both bold and inviting. Inspired by fine-line tattoo artistry, each illustration carries a sense of individuality and self-expression, seamlessly blending into the salon’s effortlessly cool identity.
Social Media Templates
We brought Guilles' branding to life through dynamic social media templates that capture the salon’s personality. After developing their social media strategy, we identified key areas to highlight; bold typography, a confident yet welcoming tone and a consistent visual flow. By seamlessly weaving together the brand’s colours, logo palette, and design elements, we created an engaging art direction that reflects Guilles' inclusive and effortlessly cool identity.
Each design element, from the bold illustrations to the refined logo palette, is a true reflection of Guilles’ core values. These creations go beyond aesthetics, seamlessly aligning with the salon’s commitment to providing a welcoming, inclusive space where everyone can feel at home and express their unique selves.