About the client
Red Hot Nails opened on Roman Road in Bethnal Green in 2002, owned and run by Lynn Trieu. Over the years it built a loyal local following for manicures, pedicures and nail art.
The quality of the work had grown; the brand had not. Lynn wanted a salon name and identity that reflected the standard of the work, and the systems to grow it.
The challenge
A rebrand is more than a new sign. Everything customers see has to change at once, without losing the regulars who have been coming for years.
- A dated name and brand that undersold the quality of the work
- An online presence and booking journey that needed starting again
- Growth needed more great nail technicians, and a way to find them
- Too much of the salon ran on the owner being there
What Palm did
Diagnose
We looked at what loyal customers loved, where new customers came from and what the old brand was holding back.
Design
We developed the new brand around Lynn's own name: Trieu Nails London, with the line "Nailed once. Obsessed forever." and a clear customer journey.
Build
We built the new website and online booking, set up a recruitment pipeline for technicians and put day-to-day operations on simple systems.
Launch & improve
We launched the rebrand, tracked where every new customer came from and kept refining marketing and operations from the numbers.
What changed
- A premium brand, Trieu Nails London, that matches the quality of the work
- A website and online booking that bring in new customers
- A steady pipeline of technician candidates instead of panic hiring
- Beauty Salon of the Year at the Professional Beauty Awards, three consecutive years
In their words
Lessons for other owners
A rebrand works when the whole business moves with it. Change the name, the website, the booking, the way you hire and the way you run the day together, and keep the things loyal customers already love.
