Sloane Dubai

Health, Beauty & Wellness

A contemporary expression of luxury crafted for a new generation of salons.

Sloane is an emerging luxury salon based in Dubai, created to bring a modern and refined approach to beauty. With plans to expand across the MENA region, the brand required a distinct identity that would set the foundation for growth and recognition. Define London developed a cohesive visual language, from naming and positioning to logo, colour, and typography, designed to express understated luxury and lasting credibility.

The word 'SLOANE' on a beige background in black font.
Collage of six images showing modern, minimalist interior spaces including seating areas with chairs and stools, a small kitchen or bar area with counters, a narrow room with a sink, a waiting area with chairs and a partition, and a room with a toile
The word سلون written in Arabic script centered on a white background.
Two square images side by side. The left image has a black background with the word 'SLOANE' in white text. The right image has a beige background with the word 'SLOANE' in black text.
Minimalist salon interior with reclining chairs, washbasins, shelves with bottles, and soft lighting.
A color palette chart comparing primary and secondary colors, with a primary color block in black and a secondary color gradient from dark brown to light cream.
Modern interior space with shelves of bottles or containers on the left, a row of chairs with patterned fabric, minimalistic walls, and two round upholstered ottomans on the carpeted floor.
Display of the Futura PT font family with uppercase alphabet and numbers, showing different weights on a black background.
Image displaying the alphabet in uppercase and lowercase letters using the Futura PT Family font, with 'TYPOGRAPHY' written at the top and 'FUTURA PT FAMILY' at the bottom.
Image displaying the alphabet in uppercase and lowercase letters in a serif font, with the word 'TYPOGRAPHY' at the top and 'FUTURA PT FAMILY' at the bottom, on a black background.
A modern interior space with a curved wall, shelves holding bottles, and a row of four brown upholstered chairs at a bar counter.
Minimalist medical examination room with a white padded examination table and a clean sink with a black countertop.

TESTIMONIAL

"Define London brought our vision to life with clarity and sophistication. The result is a brand that feels true to who we are and where we're headed."

— Romanna Dada, Founder & CEO