Dar has been at the cutting edge of hairdressing industry for over two decades, with his editorial work appearing in countless international magazines, including English and Italian Vogue, Tatler, Asiana, Asiana Bride and the list goes on.

Known for his voluminous creations which earnt him the reputation as "Mr Big", Dar has acquired a long list of A-list celebrities whoj have gone under his scissors including Goldie Hawn, Simon Cowell, Imran and Jemima Khan, Pierce Brosnan , Gurinder Chada, Katie Derham, James Caan, Aishwarya Rai, Salman Khan, Raveena Tandon, Maneesha Korala to name a few.

Dar's expertise had to be translated into a commercial brand that could be translated across various activities including products and events. The Hair By Dar Academy was also being established as an education platform for up and coming stylists.

A new identity was created that emobdied the rich Indian heritage and spirituality behind the Dar name. The main identity features a bold typographic presentation of the name underneath a blossoming lotus.

The unique combination of Indian philosophy and haircare was combined with Dar's cutting edge expertise and unique style which has appealed to both Eastern and Western audiences alike.

The Indian heritage and richness of the brand was executed across a range of channels including web and print. The tactile richness of Indian culture and materials was reflected in the wood-inspired stock of the business cards, which is further enhanced online through the website.

The brand has an established platform for Dar's expertise and the Hair By Dar Academy, on which to develop further brand opportunities in the forthcoming months.