Asraar is a women-only spa and salon offering a refined, private, and rejuvenating experience.

Introduction

Client’s Challenge

Asraar is a women-only spa and beauty salon with two locations and another in development. Despite ten years of progress and improvements, their visual identity and interior design lacked consistency and refinement. They had redesigned their spaces twice but still struggled to achieve a cohesive, premium look due to the absence of a brand guide or concept.

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Results

Customised Approach & Tailored Solution

We began with market research to define a clear direction and differentiation within a highly competitive beauty industry. Through extensive exploration of fonts, logos, and visual styles, we refined the concept until it perfectly reflected the brand’s essence — a balance of mystery, serenity, and elegance. Inspired by the meaning of Asraar (“mysteries”), we built a visual identity rooted in the calm allure of the night sky. We developed a unified style that is easy to apply yet deeply symbolic. The project included a full visual system — from custom icons and stickers for each service to a website redesign, interior concept, and social media templates — creating a cohesive, premium experience across all touchpoints.