The Full Story
Jen's Untamed Salon & Spa
Jen’s Untamed Salon & Spa began as a dream between a mother and daughter, Jen and Deanna, who shared a passion for confidence, creativity, and connection. After college and cosmetology school, Jen partnered with her mom to bring that dream to life, and in 2009, the salon opened its doors in Auburn, MA. From day one, it reflected Jen’s vibrant energy: welcoming, expressive, and full of heart.
As the salon evolved, so did its story. Honoring that legacy with a brand refresh that felt intentional, emotional, and aligned with their evolving goals was key. They needed a brand that could carry forward Jen’s spirit while also helping the salon attract a wider community and grow its loyal client base. We worked closely with Deanna to reimagine a visual identity, website, and messaging that could reflect their story with both heart and professionalism.
The Mission
The goal of this rebrand was to support Deanna and the Untamed team in building a cohesive, elevated brand that tells their story and resonates with their target audience. Based on our Flight Plan strategy, we focused on making the brand feel authentically wild with refined confidence.
The new identity needed to reinforce their reputation for quality services, a welcoming atmosphere, and a sense of real connection with their clients. We helped them clarify their vision and values, translate those into consistent messaging, and create a brand experience that feels personal, memorable, and easy to engage with. The new site and visual system also set them up to expand their service offerings and visibility in the local market.
The Brand Lift
Our goal was to honor the story and legacy of Jen's Untamed Salon & Spa while aligning the brand with its future growth. We started by refining the name and logo to balance personal warmth with polish. The new identity captures the boldness and heart that made the original salon so beloved, while introducing a more cohesive visual system that can grow with the business.
We expanded the brand voice to reflect themes of confidence, approachability, and care. Typography was carefully chosen to strike a balance between structured elegance and casual ease. Color updates brought new energy without losing the salon's vibrant, expressive roots.
We also redesigned the website to be more intuitive, inclusive, and optimized for mobile use, giving the salon a digital home that communicates its full personality. Throughout the process, we made sure every element carried forward Jen’s spirit while positioning the brand to reach new audiences and thrive in a competitive beauty market.
A Bold Future for
an Authentic Legacy
The final brand identity repositions Jen’s Untamed Salon & Spa as both a tribute and a launchpad. It honors its roots while creating space to evolve. The new website gives clients an intuitive way to explore services, get to know the stylists, and book appointments.
Internally, the brand system has helped the team feel more confident and unified. Externally, the elevated look and clear messaging have created a stronger first impression with new clients while strengthening ties with longtime regulars.
This Brand Lift helps the salon grow with purpose and stay true to what made it special from the start.
View Jen's Untamed Salon & Spa Here
Brand & Hearts Lifted
Jen’s Untamed Salon & Spa is more than a place to get your hair done. It’s a place to feel seen, supported, and celebrated. Through this rebrand, we captured that spirit and set the business up to thrive. The new brand reflects not only where the salon has been, but where it’s going—with heart, style, and a whole lot of soul.