Betty Face

VISUAL IDENTITY DESIGN / LOGO DESIGN / MERCH DESIGN

Betty Face is an esthetician studio in Cincinnati, Ohio specializing in K-Beauty or Korean Skincare. The visual identity embraces feminity, Asian-American heritage, and a keen sense of what’s cool.

Challenge

So many spas and facial bars use the same dated, generic spa visual motifs to advertise their services. Betty’s owner wanted her brand to differentiate not only her Korean skincare offerings, but also her professional style and personality.

With this in mind, I created a visual identity that utilizes vibrant modern, on-trend colors with energetic graphic treatments to differentiate Betty Face from its run-of-the-mill competitors.

LOGO DESIGN

For Betty’s logo, I designed a wordmark with a strong silhouette to create an instant visual read, and strong brand recognizability. The typeface pairing communicates the modern beauty space, with flare serifs that show personality and edge.

merch design

With the approved hero illustration depicting the brand’s mascot “Will” soaring high above the Earth, the brand concept of Free Will being “Fuel For Dreamers” emerged.

This lent itself to the continued development of other brand assets like cloud illustrations, star fields, sky gradients, and compositions with depth and atmosphere. These elements co-communicate the brand concept without using the hero illustration in every application.