Limelite is a salon chain from the house of Trends in Vogue by CavinKare. The company offered different tiers of salon services through their brands like Green Trends & Limelite.

Initially conceived as a premium salon service provider, Limelite lacked the lustre to demand a price premium and was reduced to a salon that did basic services albeit at a higher cost. The brand was quickly losing to smaller local businesses.

More often than not, the other salon brands were perceived to offer the same quality of services even though Limelite was a cut above the rest. Research revealed that the Limelite look and identity did not cue premium and trendy.

Owlworx was charged with the task of turning around this brand, we started by giving the brand a strong new proposition, “Everyone’s looking at you”. This thought was then used to develop the logo, identity & retail identity.