Visual identity and website for a start-up that approaches beauty in an integrative way
Ana, Cecilia and Fátima met each other guided by trust and intuition. Together they decided to create a centre they wish they’d known years ago, somewhere to continue learning about and sharing a way of life that cultivates well-being. They knew that their beauty centre had to be, of course, beautiful. But more importantly, they were looking to create a brand experience, not just for their activities but also their communications and digital platform. They called us with that premise.
Our research phase began with a benchmark study of the market, the audience and the competition, and a visit to their centre to live the experience first-hand. We defined the strategic and creative territory of ‘conscious well-being’, laying the foundations for projecting the essence of Círculo both in terms of the physical experience at the training centre and on the digital platform.
From our findings in the previous phase, we developed a concept based on the shape of a circle – not only as a symbol of perfection and community, but also as a container. A space that opens and closes, letting experiences, emotions, relationships and learning come and go.
The visual identity of the brand is based on the circle as the main graphic element – a circle that opens to let in anyone who wishes to be part of it, and is complemented by other organic forms, alive and in movement, with textures of natural elements that allude to relaxation and calm.
