Дата публикации: июль 2024 года
лебёдушка
Development of naming and brand identity for a cosmetic clinic. The founders are a married couple of doctors who practice evidence-based medicine. The brand identity must strike a balance between a serious approach and the aesthetic focus of the center.
The clinic’s target audience is women aged 35+ who care about their beauty. It is important for them not only to undergo procedures, but also to have a pleasant experience when visiting the cosmetology clinic. The clinic’s founders are fond of extravagant and bold branding solutions, and the creative brief includes the following tasks:
— Reflect the medical focus,
— The brand style should inspire trust, calmness, and convey care,
— Inspire patients to tell their friends about the clinic.
The clinic’s target audience is women aged 35+ who care about their beauty. It is important for them not only to undergo procedures, but also to have a pleasant experience when visiting the cosmetology clinic. The clinic’s founders are fond of extravagant and bold branding solutions, and the creative brief includes the following tasks:
— Reflect the medical focus,
— The brand style should inspire trust, calmness, and convey care,
— Inspire patients to tell their friends about the clinic.
Development of a name that becomes the ideological dominant feature of the brand identity. Lebedushka is a conceptual name based on the upward trends of grotesque Russianness. It embodies the beauty of a woman who is unconditionally loved by her husband. It embodies all the gentleness of the world.
The brand identity consists of a combination of extravagant naming and modern, concise graphics. Creation of a relevant, expert image through the use of the following graphic techniques:
— Concise sans serif fonts,
— Development of a calm, noble palette with expressive color accents,
— Development of a logo that only metaphorically refers to the image of a swan.
The brand identity consists of a combination of extravagant naming and modern, concise graphics. Creation of a relevant, expert image through the use of the following graphic techniques:
— Concise sans serif fonts,
— Development of a calm, noble palette with expressive color accents,
— Development of a logo that only metaphorically refers to the image of a swan.
objective
solution
A strict, concise logo built on a balance of straight and smooth lines. This solution emphasizes the medical focus of the clinic. The wave in the letter Ё and the curves in the letters Л, У, and, А give the concept a soft and unusual feel. All these sensations together give the viewer an understanding that they are looking at a caring expert. A modern clinic that you want to trust with your health and beauty.
The minimalist image of a swan is a symbol that evokes a sense of calm and relaxation. To complement the font part of the logo, a wave appears next to the symbol, duplicating the smooth line above the letter Ё.
logo and trademark
The palette includes a noble base of calm shades of beige and cornflower blue. In large volumes, these colors create an enveloping calm that patients will always feel.
In addition, the author’s shade "Клюв лебедя" was developed. It is an accent color that delicately appears in details and adds dynamics and mood to the entire clinic space.
color palette
The concept is illustrated with a painting by Anastasia Savenko, the author of the original painting.
The brand’s graphic design represents a transition from a wavy line to a straight line: on the one hand, as a metaphor for smoothing the skin, and on the other, as an image of the surface of a river across which our swan glides.
To create an expert and premium image for the clinic, the printed materials are designed on embossed designer paper. Silver foil is also used in the printing and interior design as an additional medical accent.
brand identity
