Salon Bodhi–
Denver’s Original Ouidad Salon
Hair care expert Stacy Jo established Salon Bodhi In 2008, Denver’s first Ouidad-certified salon. Now, more than 15 years on, Salon Bodhi needed a brand refresh that represented its current brand story as a curly hair specialist.
the challenge —In 2022, salon owner Stacy Jo approached Tandem. We were initially asked to help with a website update, but the project soon evolved into a complete rebranding campaign—beginning with situation analysis and brand positioning, and a new logo and visual identity.
Our challenge was to build a brand language and framework for a growing roster of curly hair clientele—one that expressed pure, natural beauty and enhanced visibility while ensuring that experience continued to hold relevance for the existing audience.
Initial efforts focused on rebranding the existing brand, including the launch of a new Ouidad-centric website. Subsequent efforts extended to other cosmetology categories, including American-style manis and pedis, men’s skin and hair. Our design strategy: create an iconic brand identity with a common visual language to unify the salon and help maintain communication with its existing clientele.
We updated the Salon Bodhi identity, eliminating a previous cartoon sensibility. The custom logotype complements the illustrative leaf and Bodhi tree depiction that serves as a masterbrand backdrop for all their offerings. This meaningful backdrop connects to Bodhi’s commitment to sustainability and people-first mantra. The artistry of the logotype and Bodhi tree also suggests the innovative nature of the brand...seeking mountain-top solutions where the possibilities are endless. We created a comprehensive style guide for Salon Bodhi so the refreshed brand and architectural framework can be successfully applied across all touchpoints.
In addition to a shared optimism for creating a new Bodhi brand, Tandem and Bodhi both hold these common beliefs: environmental stewardship is important, and design is a powerful business tool. Bodhi broke ground with new products and services specifically for curly hair, and they did so with a Tandem-designed, bold, new story-driven brand identity. The portfolio of curly hair care products and services sold at record levels, received significant press, and more than doubled website conversion and salon traffic in its first year.
