Branding for beauty company
Summary
The objective of this project was to craft a modern and neutral logo for a home-based beauty brand that embodies elegance and serenity. Tasked with aligning the visual identity with the brand's focus on creating a welcoming, stylish, and comforting ambiance, I drew inspiration from natural and nude tones to reflect its warmth and sophistication.
Logo and visual identity
I delved into the concept of unity and connection, reflecting the cozy and intimate nature of the home-based beauty aesthetics business. By strategically placing the initials of the brand inside a shape, I aimed to visually represent the idea of closeness and proximity—highlighting the bond between the brand and its clients.
I started by designing a custom typeface in Logo 1 to give the brand a distinctive and memorable identity. Gold was chosen to convey a sense of luxury and sophistication. In the second iteration, I experimented with placing the logo within a frame and introduced a textured colour palette to add depth and visual interest to the design. For the third logo, I explored a fractured design concept, but found that the white text lacked contrast and legibility, particularly from a distance. In the fourth iteration, I incorporated a circular form to symbolise unity and cohesiveness, further refining the fractured typeface to achieve a more dynamic and polished look. While the logo variations still require further development, they successfully capture the core essence and personality of the brand.
I started by designing a custom typeface in Logo 1 to give the brand a distinctive and memorable identity. Gold was chosen to convey a sense of luxury and sophistication. In the second iteration, I experimented with placing the logo within a frame and introduced a textured colour palette to add depth and visual interest to the design. For the third logo, I explored a fractured design concept, but found that the white text lacked contrast and legibility, particularly from a distance. In the fourth iteration, I incorporated a circular form to symbolise unity and cohesiveness, further refining the fractured typeface to achieve a more dynamic and polished look. While the logo variations still require further development, they successfully capture the core essence and personality of the brand.
Final logo design
I finalised the logo style, focusing on a clean and modern design. The diamond shape was chosen to symbolise the business’s foundation as a home-based brand, while the minimalistic approach emphasises simplicity and elegance. The logo incorporates the abbreviation ‘HON’ at its core, with the full brand name subtly encased within, ensuring clarity and brand recognition. This design balances sophistication with practicality, perfectly reflecting the essence of the business."
Colour palette
I developed a carefully curated colour palette to complement the logo and establish a cohesive brand identity for the company. The palette was designed to reflect the brand's values and personality, ensuring it resonates with the target audience. Each colour was selected with intention, balancing tones that convey professionalism, warmth, and approachability. The palette not only enhances the visual harmony of the logo but also creates consistency across all branding elements, from digital assets to print materials. This unified approach strengthens the brand’s recognition and ensures a seamless experience across all touchpoints.
Digital designs
I feel this successfully captured the essence of the brand through a harmonious blend of earthy tones and calming elements. The carefully chosen colours complement each other seamlessly, reflecting the warmth and tranquility synonymous with the brand's ethos. As the website embodies the same calming atmosphere, users are greeted with a sense of familiarity and comfort, fostering a positive user experience.
