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Beauty Business Brand Design Using A Creative Facial Logo

Updated on May 16, 2013
Astonish branding
Astonish branding | Source

When a beauty business start-up needs a brand design, the pressure is on the designers to create a brand that can stand head and shoulders above the competitors by being strong, memorable and wholly appropriate to the beauty market.

Some say beauty is more than skin deep, but first impressions of a brand are what counts. People make an instantaneous judgment when they see a logo and associated branded material – if they like what they see and it appears to offer what they need, all well and good; if the brand doesn’t resonate with them, they will merely look away.

Astonish, a company specializing in African hair care products, approached the brand development specialists, New Design Group from Toronto, with a request to creating a striking and effective brand. The company’s hair products are designed to restore African hair to its natural beauty and the hair care secrets have been handed down through the generations, making a great unique selling point for the products.

The Logo

The visual identity of any brand starts with the logo. It will appear on all branded materials and needs to be unique, simple, smart, appropriate and timeless. If the designer gets it spot on and achieves all of these requirements with plenty of panache, the resultant logo will also be highly memorable.

The New Design Group designers created a wonderfully simplistic logo based on the facial profile of the owner of Astonish. It is eye-catching and the characteristic African profile is bound to catch the attention of others with African origins for which the products are designed. The logo is also beautifully and delicately designed and has a sophisticated feel. And most importantly the Astonish team was delighted with it.


Bus stop poster

Displaying professionally designed and intriguing posters around town is a great way to whet appetites when launching a new start-up. This poster certainly achieves this. The overall look is stunning with a beautiful African model flaunting her natural curls. And the hint that something new is ‘coming’ is definitely intriguing to the viewer. By placing the Astonish logo tastefully at the bottom of the poster, people will start to remember this company brand.

Bus stop poster
Bus stop poster

The Products

To maintain brand harmony, the product designs show the logo and the company name clearly, and the choice of silver and purple packaging creates an elegant finish. Not many women browsing in a store with these types of products on display would be able to resist picking them up and taking a closer look.

Packaging design
Packaging design

Store bag

Clients expect their purchases to be placed in a bag. The Astonish store bag is simply branded with the profile logo, and the black ribbon imparts a nice touch of indulgence. When the client walks down the street with the bag swinging from their arm, others will see the stylish bag and take note of the brand.

Shopping bag
Shopping bag


This website design is chic with clever restraint in the use of colour. The Astonish profile logo and use of a strong image of a gorgeous black model both indicate that this company provides products intended for ethnic groups.


Vehicle branding

Branded company vehicles are an important way to get more brand impressions; the more they are seen in the neighbourhood, the more people will start to notice the brand. This design shows the reverse logo, and the clever use of the image of an African woman whose head covers the doors and windows is bound to generate plenty of interest in this new brand.

Car livery
Car livery

This case study shows how the creative design of a facial logo formed the basis of a powerful and memorable beauty brand which has plenty of potential to stand tall above its competitors in a busy beauty market place.

Copyright 2013 Michelle Collins. New Design Group Inc.


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