Sara Fraraccio Salons

Sara Fraraccio made it clear that her new logo must resonate with her target audience. A ligature using her initials, a color palette of wine and gold and typography that represented her unique qualities formed the essence of her new identity.

Client Background

Sara Fraraccio is a high-end, hair design salon, providing a wide-range of hairstyling and beauty services. The culture, services, styling capabilities and staff remind one of the ambiance of salons native to Paris, Los Angeles or New York City.

Caler&Company created an entire suite of marketing
tools for the new studio. Gift cerificates, foil seals,
gift wrap for purchased goods, a menu of services,
direct mail program and retail print ads helped the
new boutique get up and running.

Simply Fabulous
used the S & F
from the
Sara Fraraccio
logotype and
positioned the
new salon as a
high-end
experience focused
on international
techniques found
only in Paris,
LA and NY.

Caler&Company's poster
design set the stage for
conversation as patrons
read Sublime Female,
Singularly Fabulous,
Seductive Fragrance and
Scissor Finesse – all
reiterating the Sara
Fraraccio S & F.

The Challenge

The high-end salon sought to coordinate their marketing communications initiatives to reflect the posh, luxurious experience and final styling outcomes, customers could expect at their establishment.

Caler&Company's awning, window and signage design
helped get attention and bookings for the emerging team
of hair designers.

A well-placed monument sign helped
guests find the new studio on a busy
intersection.

The Outcome

Caler&Company designed and developed a new logo and identity system, targeting clients, who might expect the high levels of pampered services, Sara Fraraccio Salon, provides. Essentially, the highlighting in the logo hints to the high-end salon's specialty in hair highlighting and immediately places it within the beauty industry. The logo is then accentuated using a classically elegant typeface to symbolize "upscale".

Sara Fraraccio's boutique solon's
interior was coordinated with all the
marketing tools. A warm glow filled
the salon.

A three-dimensional logo
decorated an interior glass door.

Staff proudly displayed their
Caler&Company-designed calling
cards at each station.

In addition, Caler&Company created a direct mail program, in-store merchandising, gift card packaging and a poster, which feature "S" & "F" words to help reinforce her unique brand niche. All elements were printed on a shimmering, glamorous, metallic paper. The Caler team also fully-exploited the "S" & "F" and associated it with phrases, such as Subtle Frill, Simply Fantastic, Sassy Frazzy and Sure Fire, to convey a playful, but memorable experience, while clients were in chairs having their hair done.