The company

Mentor is one of the oldest hair salon chains in China und Taiwan and also one of the first to maintain a consistent corporate identity. Having started out with just seven chairs and eight employees, the company now runs more than 400 branches.

The challenge

Rapid growth and the opening of new branches in China meant that Mentor’s brand management had become unnecessarily complicated. So our first step was to hold a workshop to collaborate with Mentor in defining a corporate strategy and positioning before analysing and updating the existing shop concepts and design principles.

The solution

We conducted training sessions to familiarise the staff with the new positioning and, once established and bedded in within the company, the brand will propagate into the outside world. Our brand guidelines will also provide Mentor China with support in its future business development.