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An Identity to Inspire



With their flagship salon based in an old Rehoboth Baptist chapel in the middle of Tunbridge Wells, The Chapel is not your average hairdresser. And hallelujah for that.

  • Client: The Chapel
  • Year:
  • Location: UK
  • Categories:



The Chapel was founded on a desire to do things differently. Hair is a personal and emotional subject for customers, so at the core of the business is creating an intimate and inviting ambience that welcomes customers and puts them at ease from the moment they arrive. Of course the creative styling is also second to none, and every detail is paid attention to.

Building brands based on emotional connections is what we do best. We started by helping the company define their brand and articulate their position in this competitive market. We then established a solid creative strategy, diving deep into their current assets and brand identity.  

To befit this proposition, JDO created an iconic monogram that serves as a shorthand identity in a quasi-religious and instantly recognisable way. To push the brand into a more high-end fashion space, we introduced a predominately black and gold colourway, which was used to harmonise the brand with great effect across the website,  signage, brochures, packaging and interior design. The Chapel now has a truly flexible identity that supports the growth of the brand and communicates comfortably in any environment or media.

Since the launch of the new identity, The Chapel has propagated its success and now has a total of six salons, each staying true to the core tenets of the original, and including one in an exclusive hotel in Verbier, Switzerland.

JDO has continued its relationship with The Chapel beyond the initial identity, more recently creating a bespoke Chapel-branded fragrance collection. This luxury range in three fragrances comprises of candles, perfumes and hand creams and has received critical acclaim. The ingredients used are incredibly high quality and this is reflected in the design and finish of the candle and outer box. Combining beautifully crafted typography, considered layout, micro embossing, foil and gloss texture and refined imagery, the final result is an impactful and refreshing step outside of the category language.

The fragrance range is now sold in Chapel salons and other high end retailers throughout the country.

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