A Chandigarh salon chain going premium
Rangla ran six busy salons across Chandigarh but was stuck in the mid-market. We rebuilt the identity, service menu and content system to justify a 30% price increase without losing loyalists.
- Move average ticket size from ₹1,200 to ₹1,800
- Own 'premium hair' as a category in Tricity
- Convert Instagram followers into repeat appointments
- Loyal customer base sensitive to price changes
- Inconsistent salon experience across the six outlets
- Instagram used as a photo dump with no content strategy
Interviewed 20 loyal customers, mystery-shopped 5 competitors and audited 12 months of Instagram performance.
Aged rose gold, editorial hair photography, marble textures and quiet luxury salon references from Paris and Seoul.
'The Rangla ritual' — reframed every service as a slow, considered ritual rather than a transactional appointment.
Selected work from the launch
How we shipped it
- Step 1Identity
Wordmark, monogram and palette system.
- Step 2Menu
Redesigned service menu with new pricing tiers.
- Step 3Content
Photography refresh and Instagram content system.
- Step 4Ads
Localised Meta ads across Tricity zones.
Real, measurable outcomes
Average ticket size grew 42% while retention improved 58%. Instagram is now the #1 source of new appointments.
“We finally look as good as our work. Clients now come in asking for services they saw on our reels.”
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