Brand identity for a Vienna-based beauty salon

To establish a brand identity for Beautique that would resonate with its clientele, extensive research into the beauty and wellness market in Vienna was conducted. This analysis focused on identifying trends in the beauty industry, understanding customer preferences, and exploring local competitors. The insights gathered helped define the unique positioning of Beautique as a luxurious, sophisticated, and welcoming space for beauty and self-care. The target audience, primarily individuals seeking a high-end beauty experience, values elegance, tranquility, and attention to detail—all elements that guided the brand’s development.

The visual identity for Beautique was crafted to reflect both sophistication and warmth. The logo design features clean, refined typography, with the brand name in an elegant serif font. A circular monogram acts as a secondary mark, embodying softness and harmony. The color palette is composed of soft, natural shades, such as blush pinks and neutral tones, to create a calming, inviting ambiance. Additionally, a brand pattern featuring organic shapes was developed to reinforce the brand’s aesthetic and create consistency across various applications.

• Logo: The logo is built taking into account the proportions and laws of composition. Consists of 2 parts. The first part is the font, the main name of the brand. The emphasis is made in a sophisticated, feminine style; the modern font conveys a mood of sophistication and luxury. Straight lines with rounding are associated with the main strong qualities of the salon. Strictness with soft playfulness and lightness, characteristic of all girls, relaxed in the master’s chair.

The second part has a signature monogram in the shape of a circle, a perfect circle, conveying the smoothness and softness of the design.

• Color Palette: A selection of warm, soft tones including blush, muted pinks, and earthy neutrals that reflect the salon’s gentle and inviting atmosphere.
• Typography: Primary typefaces are Frunchy Regular and Montserrat. These fonts convey both a high-end aesthetic and a friendly, approachable feel.
• Brand Pattern: Organic, flowing shapes in patterns that can be used across various touchpoints, creating a cohesive brand experience.
• Applications: The brand design extends to business cards, gift cards, signage, interior decor, and digital assets such as social media templates. The packaging is minimalistic yet luxurious, with embossed details and soft colors that enhance the brand’s feminine appeal.

Beautique’s digital presence was designed to provide a seamless brand experience across all online platforms. Social media templates and digital assets were created to ensure consistency and visual appeal. These assets align with Beautique’s core brand elements, including typography, color schemes, and the brand pattern, to reinforce brand recognition and appeal to its target audience. The digital presence focuses on storytelling, using visuals that showcase the salon’s luxurious interior and highlight its commitment to beauty and elegance.

The final brand identity effectively positioned Beautique as a premier beauty destination in Vienna. The cohesive and thoughtfully designed visuals, from the logo to the digital assets, create a memorable experience that resonates with customers. Beautique’s brand now conveys an elevated and exclusive atmosphere, attracting clientele who value sophistication and aesthetic appeal, ultimately helping the salon distinguish itself in a competitive market.