delaser
Redesign of the brand identity for a store selling professional equipment for cosmetic clinics. Delaser specializes in the selection, sale, and supply of professional devices and covers the entire range of needs of professional cosmetologists.
Over six years on the market, the company has significantly strengthened its position: it has expanded its range of equipment for sale and rent, organized training courses from technologists, and expanded the geography of equipment servicing. These changes led to the need for a major redesign of the company’s official website. This fact became decisive in the need to update the brand identity.
Over six years on the market, the company has significantly strengthened its position: it has expanded its range of equipment for sale and rent, organized training courses from technologists, and expanded the geography of equipment servicing. These changes led to the need for a major redesign of the company’s official website. This fact became decisive in the need to update the brand identity.
Development of a new logo and brand identity that convey Delaser’s current positioning. The company’s experience no longer "fits" within the framework of a family business, while at the same time maintaining close and empathetic relationships with customers. This approach is preserved in the brand identity using new techniques.
While working on the brand identity, the foundations for the website design are laid. The logo, brand palette, symbol, and graphics are reimagined:
— The company’s image conveys expertise.
— The company’s traditions are preserved in a modern interpretation.
— The color palette is expanded with new shades from the medical field.
While working on the brand identity, the foundations for the website design are laid. The logo, brand palette, symbol, and graphics are reimagined:
— The company’s image conveys expertise.
— The company’s traditions are preserved in a modern interpretation.
— The color palette is expanded with new shades from the medical field.
objective
solution
Combining technological sophistication and empathy. The logo is a composition of a stable yet elegant font and symbol. The capital letters are rendered in a delicate, flowing style without serifs and are spaced widely apart.
Delaser’s visual communication emphasizes its image as an expert—it acts as a mentor for novice cosmetologists and an experienced partner for successful businesses. Rounded lines add softness and empathy, which embodies the company’s cosmetology community.
logo
The updated calm and expert color palette forms the basis of the brand identity. Unique shades refer to the motifs of the ocean coast, which combines a relaxing atmosphere and inspiring natural power.
In addition to dark blue and "medical blue" colors, there are cool "blue frost" and pearlescent gray shades. These complex shades are meaningful and convey the high professional level of the company’s specialists.
color palette
The image of rays converging at a single point is a clear reference to the company’s field of activity. However, the symbol also has deeper meanings. We were inspired by the image of a scallop shell, the symbol of pilgrims walking the Way of St. James. The symbol becomes a metaphor for the professional journey of every cosmetologist, where they meet like-minded people and mentors, find answers to difficult questions, and achieve their ultimate goal.
trademark
The overall concept of the brand identity is progressive and medically minimalistic—large areas of color, atmospheric images combined with professional photographs of equipment. The rays concentrated in the logo extend beyond the outlined circle, creating an additional layer of brand graphics.
The concept aims to emphasize the image of a stable, professional company that cares about the quality of its product range and communications. Cosmetologists will not only feel confident, but also develop a deep emotional connection with the brand, based on a subtle sense of aesthetics and beauty.
brand identity
