Bloom Studio

CLIENT ASK: Revive a dead brand. Give it a second life. But make it luxury.

ROLE/RESPONSIBILITY: Ideation & Designer

BACKGROUND: Master nail artist, Norma (formally d/b/a Glam by Mona), wanted to rebrand following a 2 year business hiatus. She was a one women show, doing everything in beauty from makeup to waxing to nails and lashes. She aspired to return with a narrowed focus and a sophisticated feel.

PROBLEM/GOAL: Let go of the old and start fresh. The then-current name and logo was a timestamp of the past when every beauty creator named their brand "Glam by Insert Name". Norma/Mona was ready to move on from the name and logo.

APPROACH: We discussed what brought her to this rebrand and willingness to toss out her brand equity. She was simply at a different stage in her life and her business, that began as a passion project.

We workshopped people, places, things that inspired her, ultimately landing on blossoming rose. Norma was a fan of the idea of a flower transforming into a full bloom. Just like that we had the name.

Norma also wanted her logo to feel femine. With that in mind, I opted for typefaces with curved letters and thin weights. But there wasn't a typeface that fit the vision, so I created my own letter forms. I found O's with the perfect roundness and used them as my base to build the surrounding letters.

RESULTS ACHIEVED:

1. Name that accurately represented Norma's stage of life and business.
2. Logo resonated with her luxury female clientele.
3. Increased premium feel, thus allowing Norma to feel comfortable raising her prices.