Disgrace Design ★

MORENO'S Hair & Beauty: Brand identity refresh

Client: MORENO'S Hair & Beauty
Agency: Disgrace Design
Role: Creative Director | Brand Manager

Brief: After 30 years in business, MORENO’S needed a cohesive brand transformation that would honour its established reputation while creating a more contemporary and commercially effective customer experience.

The challenge was to modernise every touchpoint—from the salon identity and interior environment to its website, social media and direct marketing—without losing the personality and recognition the Haarlem brand had built over three decades.

Process: We directed the transformation from strategy through to implementation, developing a refreshed visual identity and a flexible design system for use across physical and digital channels.

Disgrace Design designed and built a new WordPress website, developed the social media framework and created more than 100 branded content assets. We also produced a digital marketing toolkit encompassing newsletters, promotional emails, campaign landing pages and reusable social templates.

Alongside the digital work, we provided creative direction for the salon interior, including visualisation and bespoke artwork, ensuring that the refreshed identity created a consistent experience both online and in person.

Website Design

Interior Design

Outcome: The transformation gave MORENO’S a cohesive brand and digital ecosystem that was easier to manage, more recognisable and better equipped to support ongoing marketing activity.

The new content strategy doubled the salon’s Instagram following, while email campaigns achieved an average open rate of 29% and a click-through rate of 23.5%. Together, the refreshed identity, website and marketing programme helped drive record booking performance in 2025.

Online Marketing