Junction Beauty

“It's about the whole package.” |

Junction Beauty is a one person local beauty therapy business. Emma has recently built a summer house for her therapy treatment. This summer house and promo material needed a logo and lettering.

An escape from daily routine.

Initial research led me to a beauty therapy forum. Most conversation was leaning towards the personality and the qualified beauty therapist. It wasn’t purely on the quality of the work but was a lot to do with how they felt during the treatment. It was a way of escaping their routine of daily life. This was backed up by speaking to some of Emma's customers. Emma was easy to talk to and relaxing to be around. “Like going to a friends for a cuppa.”

Thematic Drivers The atmosphere of Junction Beauty needed to shine through

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It's a kind of therapy.

These original concepts themes were familiarity, comfortable & glow. The glow concept had to feel like a spark or bright light shining to represent Emma's personality.

The three proposals were neon signs, zen strokes and comfort in the form of seating and beds.

The neon signs looked too sleezy but held weight when it came to developingthe zen stroke. The comfort idea made it feel like the logo belonged to a furniture shop.

Rejected Cucumber Concept These rejected concepts were way far of the mark of a cucumber

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Junction Beauty rejected type grid
Rejected Vintage Lettering The decision was due to personal feelings to vintage, another style was needed

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Rejected lettering style

Natural and concise.

Accepted Zen Concept The zen concept morphed from a sunrise to form a chilled yet stylish icon

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Junction Beauty lettering grid
Accepted Classy Lettering The Junction Beauty Lettering had a high class feel to it that fit in with beauty therapy
Finalised Logo Variations The variaions of the lettering and logo worked best on a black backdrop
Spot Varnish Business Card It made sense to add a spot varnish finish to represent both a sun and nail varnish

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Curiously calm.

Junction Beauty now has a brand that has a certain calmness. The swish of the zen stroke matches mimics the warmness of the sun. It’s that summer feeling. All branding is encircled by a sea of black to give the logo & lettering softer edges.

Since the new branding was set up customers of been commenting on how striking the icon is. Although it may not be obvious at first to what it is at least it has had people thinking. The branding was also applied to the website.

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