B’02Luxury hair
Diamonds by Dohlly Luxhair
A luxury hair studio, where the whole job of the identity is restraint — the mark has to look expensive without raising its voice.
- Client
- Diamonds by Dohlly Luxhair
- Sector
- Luxury hair
- Departments
- Branding, Graphic design
- Delivered
- Brand board, lockups, palette, type, watermark rule
How it started
The board sets the brand’s line plainly: “Luxury hair, curated for you.” Luxury is the harder half of that sentence to draw, because it is mostly a matter of what you leave out.
So the identity is built on a faceted diamond over a serif wordmark, with the palette doing the heavy lifting: onyx and ivory to set the stage, champagne for the metal note, taupe and blush to keep it from going cold. Five colours, and four of them are near-neutrals.
The board delivers the mark on light and reversed on black, which is the pair a studio actually needs — the light version for print and packaging, the reversed one for a shopfront, a dark website and every photograph with hair in it.
What it had to do
A restrained mark that survives gold foil and a black box: the symbol on light and reversed on black, a five-colour near-neutral palette with its codes, a serif and grotesque pairing, and a watermark rule for hair photography.
- A symbol that still reads when it is stamped rather than printed
- A reversed lockup for black packaging and dark interiors
- A five-colour palette where four colours are near-neutral
- A high-contrast serif with a plain grotesque under it
- A watermark rule for signing hair photography
The identity
Everything below is read off the board above: the two lockups, the five colours with their codes, and the type pairing.
PrimaryThe mark on Ivory
ReversedThe mark reversed on Onyx
Luxury hair, curated for you.
Carries the headline and the short lines that have to land first.
Everything read at length: detail, captions and the small print.
Set for the unglamorous copy a brand writes every week.
The sketch sheet
Concept sheets drawn as art direction for this page — they show how the mark and its placements were worked out, and are not scans of the original client drawings.
Making it physical
Process visuals — art direction by Dalc, not photographs of client production. A luxury mark is judged on the object it arrives on, so we art-directed the two that matter most for this brand: the foil and the box.
The identity in use
Mockups made by our own team to show the identity applied — these are images we produced, not photographs of installed signage or products.
Luxury hair, curated for you.
Diamonds by Dohlly Luxhair’s own line, set in the type specimen on the brand board
In conclusion
The identity is deliberately quiet: a symbol, a serif, and a palette that is mostly neutral with one metallic note. That is what makes it survive gold foil, where any detail finer than the die simply disappears.
Delivered as a pair of lockups with the palette codes written down, it gives the studio a brand that reads the same on a black box, on a reception wall and on a phone.
- Lockups
- 2 — primary and reversed
- Palette
- 5 colours, codes on the board
- Type
- Cormorant + Jost
- Watermark
- Rule supplied, shown on hair photography
- Mockups
- 3 shown on this page
- Departments involved
- Branding, Graphic design
- Concept visuals
- 3, made by Dalc for this case study