Strategy, branding, environmental design, uniforms, communications (check back as we continue to document the full experience)


Tulsa, OK had only one quick-service wax salon – an experience that felt generic and a little too slick and too sexy. Jara Herron saw an opportunity. Already a salon owner, Herron developed a concept targeting ‘real’ women who were more down to earth but still invested in looking and feeling their best. After contracting the original architect of drybar, we were engaged to develop the strategy and branding that would define and drive the lovewax experience.


We began with a workshop and developed several strategic concepts to uncover a unique core insight and clear personality traits. The final selected brand concept became “The waxing studio that makes it positively simple to be your best you.”

This singular brand idea drove all creative and guest touchpoints, from the interior architecture to the logo, a customized serif wordmark that is modern, approachable and classic. We extended this simple style to to all communications from the menu cards and gift cards to the uniforms as well as signage.

lovewax strategy