Feverfew Salon
After 10 years of owning and operating Stag Hair Parlor in West Hollywood, Lauren Bailey-Chaidez and Danny Chaidez expanded eastward with two new locations in Silver Lake and Eagle Rock, introducing a new identity under the name Feverfew. Rooted in a commitment to cleaner, safer, low-toxicity hairdressing, they wanted a brand that reflected their philosophy while embracing a distinctly ’70s flower power aesthetic.
Inspired by the natural healing properties of plants and flowers, the identity pairs a warm, earthy palette with bold, vintage-inspired typography and playful botanical motifs. The result is a nostalgic yet contemporary visual language that captures Feverfew’s uniquely playful spirit and modern approach to hairdressing.
Taking full advantage of the identity’s flexibility and distinctive color palette, both storefronts feature bold, oversized logo applications in inverted colorways, creating a striking presence within their bustling neighborhoods.
In 2025, a hand-drawn illustration was introduced as a companion piece to the brand identity, featuring an altered logotype formed around the image of a woman adorned with feverfew flowers. “The Lady,” as she’s now known, draws from the flowing line work, organic forms, and expressive imagery of ‘70s rock music posters and botanical beauty illustrations. She brings a discernibly nostalgic character to the identity, appearing on t-shirts, tote bags, stickers and more, becoming a recognizable extension of the Feverfew brand.
