The Inspiring Development Journey of LEILEI's Original Hair Balm 'tetonar'

In the heart of Nishigikubo, a unique hair salon, LEILEI, has introduced its original hair balm named 'tetonar'. This innovative product not only showcases a commitment to high-quality hair care but also reflects a beautifully curated design vision. The journey of developing 'tetonar' involved a close collaboration with Haiji Creative Partner, a distinguished interior design firm renowned for their sophisticated and meaningful designs.

Naming and Design Concept

Haiji Creative Partner took on the challenges of naming and creating the label for the hair balm. Drawing inspiration from the action of 'picking it up and blending it', the name 'tetonar' embodies the essence of this daily styling ritual. Each time a customer utilizes this balm, it is a conscious, enjoyable experience, something that LEILEI's owner deeply values. The design team decided to use a color gradient on the label, transitioning from black to white—analogous to the balm's melting process as it blends into the hair. This visual representation not only echoes the salon's monochrome aesthetic but also adds an extra layer of understanding to the product's function.

Product Features and Customer Experience

The vision behind 'tetonar' was to provide a versatile hair balm that would cater to various hairstyles and hair types. To realize this concept, the team actively tested the balm themselves, experiencing its citrusy aroma and exploring its texture. Each customer is encouraged to take the product into their palms, where it gracefully melts at body temperature, seamlessly integrating into their hair. This connection to the product's use was pivotal in crafting the name, derived from the phonetic play on the Japanese phrase 'teni totte najimaseru', expertly refined into 'tetonar'. The gentle ending sound evokes the soft melting of the balm, adding to the sensory experience.

Further, the distinct typography used in 'tetonar' is intentional. Each letter varies to represent the diversity of hair types and styles that can enjoy this product. The introduction of a colon (:) in the name holds significant meaning, signifying 'in other words' or 'namely', encapsulating the owner’s aspirations deeply entrenched in this brand identity while also hinting at fragrance, reminiscent of 'eau de cologne'.

The Artistic Foundation of the Design

The exquisite gradient design on the label emerges from a long-standing friendship between the salon's owner and the designer, Shinichiro Yokoi. Their shared journey from regional roots to urban life, combined with years of friendship, inspired a deeply collaborative process reminiscent of sketching a portrait. Yokoi’s artistic background from Musashino Art University allowed him to infuse their relationship into the salon's aesthetic.

Targeting adult women in their 40s and 50s, LEILEI maintains a tranquil monochrome environment that complements the product design. The striking black and white palette not only resonates with the salon's atmosphere but also represents a rich narrative—a reflection of the owner's character seamlessly interwoven into the salon's essence.

The gradient design visually narrates the primary allure of 'tetonar'—the integration of the balm into the hair. It visually represents the process of transformation, from central black to outer white, showcasing the balm’s melting quality and how it naturally blends into the hair, leaving a smooth finish.

Conclusion: A Unique Offering

The collaboration between LEILEI and Haiji Creative Partner isn’t just about creating a product; it's about an emotional connection and vision that fuels future branding endeavors. In the realm of branding and design, it's vital to interpret and express uniqueness, fostering emotional responses that deepen connections with clients. By considering these insights, 'tetonar' emerges as a beacon of synergy, supporting LEILEI's ambitions in expanding its beauty services and reinforcing their brand identity.

For those looking to explore this creative eye for detail, LEILEI's salon can be found at: