Project: Beauty startup "Taina"

- Location: Dominican Republic, Punta Cana

- Segment: Ultra-premium

- Services: Eyelash and hair extensions (expansion of services planned)

- Target Audience: Expats (Russia, Europe, America), as well as local premium clients (Dominican Republic)

Project Goal

- Expand the client base from expats to local premium clients.

- Create unique positioning for the salon, standing out from competitors (other premium salons with Russian masters).

Brand Advantages

- Adaptation of technologies and materials to the tropical climate: Eyelashes and hair last longer than even in the European climate. For example, eyelashes last up to 6 weeks instead of 3. Competitors provide lower quality (I personally became their client after a long search for the best services).

- Top masters from Russia: High professionalism and quality standards, proven through personal experience.

- Client Experience: As a client of the salon myself, I can better understand and highlight its advantages.

Market Features

- There are many competing Russian premium salons in Punta Cana.

- Local premium clients also turn to Russian salons because Russian beauty masters worldwide provide services of a much higher standard than local ones. Preferences of several audiences need to be considered: Russian-speaking, English-speaking expats, and Dominicans.

Naming

- Task: Create a name that appeals to an audience speaking three languages — Russian, English, and Spanish — and evokes the right associations despite differences in mentalities.

- Name Search: We considered names related to Russian culture, but due to the political situation, this approach was inappropriate. We also considered Spanish words like "Caprizulia" and "Reina," but they evoked negative associations. The concept of "goddess" and "princess" also didn’t resonate well with Russian-speaking and English-speaking audiences. Ultimately, three rounds of surveys were conducted with real audiences to determine the best options. AI helped generate the survey, but the research was conducted on live participants.

- Concept "Taina": The final name chosen was "Taina," an adaptation of the name of the Taíno tribe, which lived on the territory of the Dominican Republic. This symbolizes respect for local culture and the adaptation of the salon to local conditions.

Tone of Voice

Motivation: 2 - Our clients already know they are getting the best in service and satisfaction, so they do not need additional motivation.

Simplicity: 4 - We explain things simply and concisely, always ready to use professional terms when necessary, but focusing on clarity for a broader audience.

Informality: 4 - Creating a friendly and approachable atmosphere, maintaining professionalism and respect to preserve the brand’s authority.

Emotionality: 3 - Balanced between emotions and rationality. We use emotions in communication to create a warm and approachable connection but remain rational to deliver precise and useful information.

Friendliness: 4 - Clear and open communication, leaving space for important information. The tone is calm but can seem distant for some clients.

Humor: 1 - We avoid humor that could undermine professionalism. Clients expect seriousness and professionalism.

Femininity: 4 - Feminine, subtle but not childish. Clients are strong, demanding, and professional women.

Creating the Visual Identity

We are building not just a logo, but a full brand with attributes that can be used as a photo zone. Indigenous elements like feathers and the moon (representing a mirror) became key parts of the visual identity.

- Task: Visualizing the name "Taina" to emphasize the connection with local culture and distinguish the salon from competitors. The logo also needed to be easily recreated in real objects for photoshoots and branded zones.

Logo and Brand Identity

Challenges: One co-founder focused on personal preferences ("I like it"), which created disagreements. The other leaned more towards an objective approach, creating the brand as a concept and strategy. There were also differences in stylistic vision: one side wanted "luxury-luxury" in russian style but this didn’t fit the concept or the budget for renovations. It took some convincing, but the arguments eventually won out, though the battle for the brand felt almost like working with a large corporation.

Since the branding process coincided with the freshly rented building and ongoing renovations, our work on the brand identity was closely intertwined with designing the interior while staying within budget.

- Result: A logo was created that reflects the concept of premium quality with local adaptation.

Brand colors

The salon itself is designed in calm, neutral tones, but the brand identity needed some vibrant accents. That’s why we incorporated touches of red and black. In the interior, bright accents appear in small details, like candles, feathers, or other elements that won’t dominate the space but will still catch the eye.

Business Cards

For the business cards, a beauty salon is one of those places where you simply can’t do without them. However, we kept the information on the card to a minimum and embedded most of it into a QR code. The mini-landing page linked through the QR code can be easily updated, connects directly to social media, and allows clients to book an eyelash or hair extension appointment directly from the website.

Merch

In addition, we created branded merchandise, also featuring QR codes for a seamless presence. These included custom keychains that can be attached to lash brushes. Two merch options were presented for implementation: a more budget-friendly version in paper packaging and a more premium option with keychains. Both versions have proven to be highly practical.

Branded Rituals

At first, we considered using plastic or takeaway coffee cups, but we realized that in a salon setting, people aren’t likely to take things to-go. It would be more premium and visually appealing to serve coffee in glass mugs. So, we designed mugs with the salon’s logo and also introduced a branded ritual. A small compliment is placed on the saucer under the cup. We created 30 different compliments in three languages—Russian, English, and Spanish—based on the client’s language preference. This small gesture adds a touch of warmth and delight, often prompting clients to take photos and share them on social media, which is exactly what we aim for.

Additionally, we outlined the types of sweet treats that would be served alongside this ritual. Instead of traditional candies, we offer chocolate-filled cocoa beans with coatings, along with dried fruits like ginger, papaya, and other candied fruits. This adds a unique and premium touch to the overall experience.

“The atmosphere of the salon, unlike digital platforms, allows us to engage all the senses. That’s why we decided to go all in—not only engaging taste, but also scent and sound.

Let’s add audio playlists and aromamarketing to the brand identity.

For the salon, we also created a custom playlist composed of instrumental tracks with indigenous motifs, designed to enhance the atmosphere and create the perfect ambiance. To further elevate the experience, we decided to appeal to all senses by introducing a special perfume composition. This scent is crafted to be hypoallergenic but still impactful, using natural essential oils that contribute to the overall desired mood and atmosphere in the salon.

Social Media Positioning

The brand’s main platforms are Instagram and Facebook, as these two networks are the most popular among the local audience and actively used to search for beauty services. Instagram plays a key role in this strategy.

What was done:

1. A content framework was created, outlining what the brand should communicate and what types of posts to use.

2. Highlights sections were defined, and a branded icon was designed for each section. These icons were created manually, without the use of AI tools.

3. Templates for CapCut were developed for static and video stories, which can include large amounts of text, as well as for text-based announcements.

4. A template for Reels was also created.

5. To stand out on social media, we developed a strategy for photographing clients after their treatments. Branded feathers are used in all photos and videos, along with a strategic use of mirrors.

6. For hair extensions, we also introduced branded merchandise in the form of combs with the salon’s logo.

GPT-Bots

Based on the created Tone of Voice and brand block, four GPT-bots were developed:

1. Scriptwriter — generates content scripts, including Reels and Stories, aligned with the brand identity.

2. Content Planner — creates content plans that follow the brand’s tone and philosophy.

3. Copywriter — writes post texts adapted to the brand’s Tone of Voice.

4. Administrator Bot — translates content into one of the three languages (Russian, English, or Spanish) while maintaining the brand’s tone, facilitating smooth communication with a multilingual audience.

Details about the first three bots (Scriptwriter, Content Planner, and Copywriter) can be found in the “Startup Brand Kit: Offline Business” package.

Conclusion

This case illustrates what can be achieved and what you will receive through this package. Although, in this specific case, a bit more was done, with some elements added as a bonus.