Dar At Harrods

Beauty & Wellness, London

A refined brand identity and digital presence for one of London’s most renowned celebritystylists, based at Harrods.

With over three decades of experience styling A-list clients and royal families, Dar Badot is recognised for his artistry and discretion in luxury hair styling. Define London partnered with Dar to craft a sophisticated visual identity and modern website that reflect his reputation and elevate his online presence. The new design captures the elegance and exclusivity of his services while providing a seamless booking experience for clients.

Black and white photo of a man styling a woman's hair in a salon, with the woman sitting in a chair and looking at the camera.
Black background with white text that says "DAR at Harrods."
Nighttime scene of a large historic building decorated with Christmas lights and holiday displays, including a ship, star, and floral patterns. The building has signs for Harris and Christian Dior, and is illuminated with warm lights.
Sample typography sheet for Gotham font, showing the font name in bold and regular weights, the uppercase and lowercase alphabet, numbers, and special characters, on a black background.
Elegant salon with warm lighting, wooden accents, pink chairs, mirrors, and shelves with artwork and decor.
Dar at Harrods Brand Identity by Define London - Black and white website homepage for Dar London hair salon with a photo of a man holding a woman’s hair, and text about the salon, including booking options.
Dar at Harrods Brand Identity by Define London - black business cards with white text showing 'DAR LONDON'
Dar at Harrods Brand Identity by Define London - A black and white photo of a woman with her back facing forward, her hair tied in a tight ponytail, wearing a dark blazer, and the word 'DAR' and 'LONDON' overlaid in the center.
Dar at Harrods Brand Identity by Define London - web design, titled "Hair Couture". The website header reads "DAR London" with a menu icon in the top left corner.
Dar at Harrods Brand Identity by Define London - Testimonial Quote about a professional hair treatment salon, mentioning celebrity hairdresser Dar, champagne, and relaxing time with friends.
A modern salon with beige reclining chairs, sinks, and beauty products on shelves, illuminated by soft ceiling lighting.

The Brief

DAR London is a leading hair styling brand with a flagship location inside Harrods, one of the world's most prestigious retail environments. Define London was engaged to create a complete brand identity that would position DAR as a premium beauty destination within Harrods, spanning print, digital, and environmental touchpoints.

The Challenge

Operating inside Harrods means competing for attention alongside the world's finest luxury brands. DAR needed an identity that felt elevated enough to belong in that environment, yet distinctive enough to stand apart. The challenge was to create a brand system that worked across the intimacy of a salon space, the polish of digital platforms, and the production constraints of in store signage and print collateral all while communicating the artistry and expertise of the DAR team.

The Strategy

Our approach centred on the idea that DAR is not just a salon but a destination a place where craft, confidence, and personal transformation meet. We built the strategy around understated luxury: a refined visual system that let the quality of the work speak for itself, supported by a tone of voice that felt expert, warm, and assured.

The Solution

We designed a complete identity system, including a wordmark and typographic language that balanced modern minimalism with a sense of established prestige. The colour system was kept restrained and elegant, allowing photography and the salon's physical environment to carry the brand's warmth.

The system extended across:

Print: Appointment cards, menus, and in store collateral produced to Harrods' exacting retail standards

Digital: Social media templates and web presence that reflected the same refinement as the physical space

Environmental: Signage and way finding within the Harrods location, creating a seamless transition from the department store environment into the DAR experience

The Results

The new identity positioned DAR as a credible luxury beauty brand within one of the world's most competitive retail environments. The cohesive system across print, digital, and environmental touch points created a seamless customer experience from the moment a client discovered DAR online to the moment they sat in the chair at Harrods.

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