The brief. Ayres Privée is devoted to a single craft: going blonde. They asked for an identity that felt clean, warm and recognisable, in line with contemporary beauty brands. All the personality ended up in the lettering: a logo with flowing, slightly retro curves for “ayres”, paired with a handwritten “privée” that brings it closer, and a monogram, the “a”, made for signage, social and details around the space. The palette comes from the salon’s own world: taupe, sand, dusty pink and cream. Tones of skin, of light and of blonde, with nothing shouting.
