VOORPRET Branding

Scope

Voorpret is a private, non-toxic salon in a historic St. Paul building, created as a sanctuary for holistic self-care. The client, Andrea Becker, came with a clear vision: a brand identity that communicated luxury, tranquility, and health-conscious beauty while aligning with her philosophy of non-toxic, organic, and deeply personalized salon experiences. The scope included logo design, brand identity, and visual direction, ensuring the branding reflected both the premium and restorative nature of the salon.

Creative Direction

At Andrea’s request, the branding took inspiration from art deco design, an era known for its sophistication, precision, and ornamental geometry. The logo was designed in a diamond form, which not only became a central brand mark but also provided the foundation for a repeating art deco-inspired pattern used across collateral.

The color palette balanced black and gold for an elegant, high-end aesthetic, while the inclusion of pink and fuchsia added a modern, energetic accent that spoke to the vibrancy of Andrea’s vision. Typography choices leaned toward refined, timeless forms, supporting the salon’s positioning as a luxurious yet tranquil retreat.

Overall, the creative direction married luxury and wellness—capturing the essence of Voorpret as both a premium beauty destination and a non-toxic, holistic sanctuary.

Results

The new branding elevated Voorpret’s presence, transforming it into a salon experience that feels exclusive, indulgent, and restorative. The art deco-inspired identity immediately communicates sophistication and sets Voorpret apart from typical salon branding.

  • Premium Appeal: The diamond mark and gold detailing established an instantly recognizable, elegant identity.

  • Brand Cohesion: Patterns, colors, and typography created consistency across signage, print, and digital platforms.

  • Emotional Connection: The balance of luxury and tranquility mirrors the in-salon experience, helping clients anticipate not only beauty results but also the restorative calm Andrea provides.

Voorpret now stands as a destination brand, offering more than hair care. Clients don’t just book an appointment—they anticipate a restorative sanctuary experience that nourishes their beauty, health, and spirit with every visit.

 
 

All work by: Jimmy Sugg