M Look

M Look is a new beauty salon on the market located in a vibrant Kraków, the old capital of Poland. Gosia, the owner gained many years of experience in different beauty salons and the time came to start her own business. Taking from her experience all the do’s and don’ts and working with me as a Customer Experience designer allowed us to reinvent the way she will run her own salon. Focusing on creating cohesive customer experience from the physical realm of her salon, through the booking journey and finishing on brand communication.

I’ve started this journey by doing a quick mood board where I proposed two visual lines for brand identity as well as the interior design of the salon.

Logo

I’ve played around with recognisable elements of her services to reflect the brand’s personality in the logo.

Answering the demand for shrinking screen sizes and new channels for advertising, there was a need to rethink the way a logo is created. It’s no longer one size fits all. Responsive logos are shape-shifting logos that change in size, complexity or even colour to accommodate and adapt to wherever they are placed.

Colours

Font

Identity elements – images

Linear patterns, brand elements and gold hot-stamping. Simple and elegant at the same time.

At the end I designed a social media profile and cover images to keep consistent with main brand elements.

Second proposition

An outcome of interviews with Gosia were two directions for brand identity. The second one was more young and playful. The choice was to use the same colour scheme as this was one of the first decisions we made. I did some visualisation to show general gist of second direction.