The newly named Mynd Spa & Salon, developed with agency Heat, emphasizes "wellness" to suggest its full offerings of self-care experiences. Mynd underscores this positioning through its new brand promise: "Self-care, undefined."
The new logo features stems sprouting from a root — also resembling a multi-horned deer — in order to represent a "unique individual’s need for a tailored routine," says an agency representative.
While the brand outwardly embraces a more minimalistic vibe, the company is streamlining its product menu under seven services: massage therapy, body treatments, skincare, nail care, haircut and color, makeup and waxing.
"We're excited by the far-reaching potential of this evolution of the brand," explains Todd Walter, CEO, Mynd Spa & Salon, adding this rebrand is driven by an "introspective articulation of our core values and new values."
This new brand experience reaches across all touchpoints, including digital and social to store signage, décor and menus.
The existing 26 locations will undergo renovations in waves, separated by region, to be completed in 2020.