Hair has no gender
Paramore frontwoman Hayley Williams and her longtime friend and stylist Brian O'Connor knew they wanted to start a full-service hair salon. "I needed to be a safe space, one that colorfully celebrated hair and personal expression."
After picking a location, Hayley and Brian partnered with us to fine-tune their vision and translate it into a visual brand.
“We chose Luum because no matter what Brian or I throw at them, Luum comes ready to play and they meet us with visuals that align creatively.”
Hayley Williams
,
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Co-founder
,
Fruits Hair Lab
We worked with the Fruits founders to create a logo and supporting style guide that was unique, quirky, and strong. Inspired by sub-cultures from Tokyo to New York City, we created something flexible and strategically left-of-center. It needed to look great in a minimal setting and scale into a maximalist form.
Photography: Daniel Chaney
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