Atsumii Studio
A salon built from identity to interiors: the brand for a hair, nails and brows studio, and the space it lives in.
- Atsumii Studio, by Neha Khatanhar
- 2025
- Brand strategy, identity, experiential branding
The brief
Atsumii Studio is a hair, nails and brows studio by Neha Khatanhar.
We built the brand from scratch, from the logo and colour palette to the typography, and then designed the space it would live in, so the identity and the interior speak the same language.
The research
The palette was drawn from skin, hair and natural texture rather than trend. Beauty spaces tend to default to clinical or overly feminine, so we positioned Atsumii somewhere warmer: earthy tones, organic shapes, and materials that feel closer to home than to a salon chain.
The experiment
We developed the logo in both Hindi and English, with Louisville as the primary typeface, and a set of organic logo shapes that work across signage, social and interiors. The interior followed the same palette: linen curtains, stone basins, brass fixtures, rattan furniture and colour-blocked walls.
What we did
- Brand strategy
- Positioning away from clinical or overly feminine salons, towards warmth.
- Identity
- A bilingual logo, typeface, colour palette and organic logo shapes.
- Signage and social
- Signage specifications and social media templates.
- Interior design proposal
- Floor plan, furniture direction, material selection and plant screening.