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DE KAPSTERS M/V
VISUAL IDENTITY​
VERBAL IDENTITY
WEBSITE DESIGN
Changing your appearance isn’t just about getting a new haircut. It’s about how you feel. It’s about calm, confidence, and taking a moment for yourself. At De Kapsters M/V, it’s no longer just about standard trims or quick makeovers. They believe in attention, in quality, and in enhancing your natural beauty. And that vision deserved to be more visible. The visual identity and tone of voice no longer reflected who they are today or what they stand for. It was time to rediscover the brand.
WHO ARE THEY EXACTLY?
De Kapsters M/V is a hair salon that feels like coming home. You don’t walk in for a quick cut, but for a moment of relaxation. They work with high-quality products from brands such as L’ANZA and Mediceuticals. These products are free from harmful ingredients and focused on health and recovery. The stylists are continuously developing themselves. They take part in trainings, explore new techniques, and embrace natural approaches like scalp massages to improve hair condition in a deeper and more lasting way. They are not following trends, but setting them, while staying grounded and warm in their approach.
ANY INSIGHTS?
The previous visual identity, with its colors, fonts, and tone of voice, still told the story of a salon that had already moved forward. The atmosphere in the salon is warm and natural, with earthy tones and a cozy interior. That feeling was missing completely from their visual style. The tone online also didn’t reflect the people behind the brand. The language felt distant, while at De Kapsters M/V, you are instantly made to feel at ease.
THE OLD
BRANDSTYLE
REDESIGNED
AND WHAT SEEMS TO BE THE PROBLEM?
There was a clear gap between the experience in the salon and how the brand was presented. Everything still felt somewhat generic and impersonal, while the core of De Kapsters M/V lies in connection, warmth, and natural care. It was time to bring those elements into alignment, so the outside would truly match the inside.
HOW DID I GET ON
WITH IT?
I started with a deep dive into the existing style and brand experience. The logo remained, serving as a familiar and trusted anchor. But the surrounding visual elements needed more character. I introduced a natural color palette built on warm, earthy tones. The typography was softened to feel more approachable and personal. I also rewrote the tone of voice for the website and other communication materials. No formal language, but warm and clear copy that feels like a friendly chat in the chair. Personal, professional, and relaxed.
AND THE RESULT?
De Kapsters M/V now have a brand identity that seamlessly reflects who they are and what they stand for. The warmth and calm you feel inside the salon can now be sensed even before you walk through the door. New visitors feel at ease more quickly, and clients who consciously choose natural products recognize themselves in the salon’s vision. They now know exactly where to go for a hair salon that truly embraces these values. And the stylists themselves? They finally see their own story reflected in their brand again.
I’m proud to have contributed to bringing the beliefs, atmosphere, and care that make De Kapsters M/V so unique to the surface.
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