The success of BON JOLI, a brand of perfumery and cosmetic stores developed by Mildberry for Takos, eventually opened new horizons. To get the best out of the brand’s popularity, Takos came up with the concept of a dramatically new format: the creation of a beauty parlor within the chain of BON JOLI. The format’s advantages are clear: clients have a possibility to get expert advice from a stylist who helps them make the right choice. Thus a new sub-brand enriches the perception of BОN JOLI.

Due to the uniqueness of the format, the agency’s task was not easy: to distinguish the beauty parlor from the main brand while showing its consistency. BОN JOLI became BJ Image, and BОN JOLI’s symbol, a multicolored palette, became smaller and “broke up” into colored rings, the elements of the new visual identity.

In the sub-brand, the premium black of the brand is completed by a romantic and vivid turquoise, the color of the staff’s uniforms and the accessories that marks the area of the beauty parlor.

		The comprehensive photo style became another trademark of BJ Image: pictures have been processed with a special technique and using the colors of the brand.

The result is a new stylish and bright brand, being an affiliate of BON JOLI and able to exist autonomously as a separate chain. The BJ Image project is an impressive innovation in marketing technologies, an effective implementation of a new format for the famous brand.