Hair salon branding and marketing

Leblon started out as just another hair salon with no name or branding, depending on its regular client base and relying on word of mouth to grow. This job started as a branding project but soon evolved into a complex marketing campaign, with a strong focus on social media to reach out to potential clients.

The Challenge

The marketing challenge was to make the brand connect with a wealthy and stylish female public living in the most exclusive area of the city. That’s why we came up with a brand name reminiscent of a Brazilian neighborhood regarded as having the most expensive residential price per square meter in Latin America. The branding plan was all about giving Leblon a Latin American visual style and creating its own sense of beauty. The logo evokes movement in a fresh, casual manner, making the brand spontaneous and authentic. From brand creation and management to social media, we have worked alongside Leblon to create a coherent communication strategy across all media.

Social media

We developed and implemented specifically targeted Facebook campaigns that helped broaden the client base.

Online presence

The development and launch of the new website enabled the creation of a user database for future mailing marketing campaigns.

On site presence

Each individual product campaign and launch was reflected in the salon, through printed media and video playback of animated posts.


After initiating the marketing process with Capicua, the company increased its revenue in a significant way, reaching new numbers and building its client base.