The beauty salon located in the NEO GEO business center meets the highest expectations of its visitors. Since 2018, the beauty salon has operated under the brand name of a well-known manufacturer of premium cosmetics based on a franchise model. However, by early 2020, management had decided to develop their own brand. Our task was to preserve the premium perception of the salon and add new meanings - - offering a wider range of cosmetic products and services and knowing all the subtleties of excellent care.
01 Hidden Beauty
We have developed a new name for the salon - YUGEN.幽 玄 Yugen is a Japanese word meaning hidden, mysterious beauty. It is one of the Ten Forms of Beauty described by the poet Fujiwara Teika. Zeami Motokiyo described yugen as the presence of elegance, calmness and depth.
We suggested that the salon visitors be informed about these secrets. In addition, Y is the first letter of the founder's name and GEN is associated with such positive words as Gently, Genius, Gene, etc.
For this name, we offered several options for the logo design.
02 YUGEN Logotype
The minimalist typography is made in the best traditions of the fashion and beauty industry. The salon management chose the most “Japanese” calligraphic version. The color scheme of the logo is made in natural colours and shades. Printing materials are made with embossing and foiling effects.
03 Visual Identity
As YUGEN salon is actively developing and expanding, we have presented visualizations for their own line of cosmetics and items.
04 Salon Decorating
The illuminated signage makes the salon visible even to the latest customers. Stone engraving will decorate the workspace and relax eyes of visitors, reminiscent of a Japanese rock garden.
The salon opened under a new name in March 2020 and is waiting for new and regular visitors. We managed to accomplish the task at hand - to maintain the demand for salon services among existing customers and arouse interest among new ones.