Ricky's.

A retail brand concept for Ricky’s, a professional haircare destination in Tenerife. Developed at JosDeVries The Retail Company, the concept transforms a traditional commercial store into an immersive environment centred around creativity, inspiration, and professional connection.

Scope

Retail Brand Concept

Project

Ricky's

Duration

2 weeks

Credit

Concept, Art Direction

Challenge & Strategy

Expertise to blossom with passion and emotion.

Ricky’s is a leading beauty retail chain in the Canary Islands, offering professional and consumer beauty products across haircare, cosmetics, skincare, nails and salon equipment. Ricky’s is undergoing a transformation. The challenge was the disconnect between the functional and emotional, inspirational aspects of the brand. I was tasked with creating a visual identity concept that would attract ambitious, style-conscious hair professionals; feel instantly recognisable, artistic and energising; and work across all touchpoint.

The strategy is to celebrate transformation, freedom, and pride — the emotional core of hairdressing — and build a brand world that feels tactile, vivid, and alive, with a vibrant, rebellious boho style inspired by a stylist’s hands in motion. The floral theme became the central metaphor. Be your most beautiful self, as proud as the peacock showing his colours. As beautiful as a flower in full bloom. Colour in all its forms can lay the foundation for a clear, sparkling identity.

My role: freelance concept development in collaboration with the strategist and creative director — from strategic research and ideation to defining and shaping the conceptual design direction.

Concept & Identity System

Inspired by the vibrant nature and floral diversity of Tenerife.

The visual language channels an editorial nostalgia for the uninhibited, sun-drenched freedom of hippie culture, tailored directly for the modern nomad. Built around the fluid sensory elements of natural light and movement, the design framework elevates a bohemian lifestyle into a premium, immersive brand experience for a sophisticated contemporary audience.

Just like hair in the wind, a flower in the sunlight or waves in the sea, everything moves and flows. To express this sense of movement, bold typography with a single accent word and close-ups of flowers used as a pattern create a dynamic, fluid visual system. Bold floral colours, typography with accent wording, pattern closeups and illustrations in bohemian hippie popup style shape this identity and retail communication concept.

Communication Layers

Building bricks of successful retail design concept

To make the visual identity work across all channels, I use a communication layers system.

Brand Layer: For communications coming directly from the core brand—brand promises, guarantees, and key elements of visual identity.

Navigation Layer: Designed to guide and orient customers effectively in-store.

Inspiration Layer: Focused on inspiring customers both online and offline.

Activation Layer: Covers pricing communication, special offers, discounts, and seasonal campaign activations.

Information Layer: Dedicated to providing customers with useful, helpful instructions or factual details.

Output

The concept resonated with the client’s strategy and positioning and is now moving into rollout.

A modular system that adapts across digital, print, retail design, product, and campaign applications without losing intensity. Visual storytelling that creates an emotional connection between hairdressers, the space, and the tools they use. A tone and presence that positions Ricky’s as a creative ally in the professional world. The brand architecture and design are ready to scale into product lines, educational content, and global partnerships.