Godiva

I was approach to create the brand identity for a new beauty salon residing in the Midwest Munster region.
There were no age limits or restrictions with the target market, so I had to tailor and create a brand that would highly appeal all ages. With the salon catering both high end and lower end services I created a brand that was highly flexible and could easily pivot to reflect both these ideas.
After high amounts of research and development, we agreed the name ‘Godiva’ highly fitted the brand. Because the brand needed to tailor both high end, low end, young and old markets, I wanted the name to have fluidity and meaning between these conflicting markets.
The name ‘Godiva’ would appeal to the older, higher-end market as they would conclude it is in reference to Lady Godiva. (an English noblewoman who, according to a legend rode naked – covered only in her long hair – through the streets of Coventry to gain a remission of the oppressive taxation that her husband imposed on his tenants.) Thus adding these strong, noble ideas onto the brand. Lady Godiva is also a standing figure of beauty throughout history, so this notion is also reflected onto the brand.
The younger, lower-end market might not recognise the historical reference and ideologies that come along with the name ‘Godiva’. Because of this potentially missed important message and idea. I decided a play on words as a tagline when approaching this market would eradicate this threat. By adding a capital ‘D’ in the name and using as a tagline, the personality of the idea along with its notions are pivoted. As it can be received as ‘Go Diva!’. Making the brand still retain the ideas of ‘strong, beautiful, noble, woman’ but by using a context and language that appeals the market.