Danielle Muntyan

OUGD603 Extended Practice

Brief # 18 Element

The Brief

Considerations

Context & Target Audience

Solution

Design the branding and identity for Element - Nail and

Beauty Salon.

There are several considerations to be overcome

straightaway i.e. logo design, allowing for a brand
identity to fall into place with colour scheme, illustration,
format, typography choices and content.

Element is a new Nail and Beauty Salon located in

Kuwait City, which is owned and ran by Joumana
Soufi, and expecting to open in May 2015.

A logo and printed collateral taking influence and

inspiration from the interior decor of the salon, and the
meaning of the word element itself.

Joumana has asked for a range of printed collateral for

her new beauty salon keeping in line with the organic
and natural aesthetic, interior colour scheme, salon
name and atmosphere chosen.

Natural and organic elements of the branding are

reflected through illustrative leaves representing this
idea more literally.

Furthermore, keeping in mind the tone of voice which is

going to be portrayed through the branding - relaxation,
organic, natural, atmospheric, clean, elegant, simple,
sophisticated.

The key target audience is women between the ages of

25-50 looking for relaxing nail and beauty treatments.

Brief Type

Evaluation

Live Brief

I found this brief both positive and beneficial in regards

to expanding my portfolio within the fashion and beauty
sector, whilst allowing for constant feedback and
communication with an International client, improving
my professional and communicative skills in regards to
design work, ideas and final executions. Even though it
is not as daring as some of my other completed briefs,
this shows a more stripped back approach to design
showing further design versatility and understanding of
adaptability.
1/5

Client
Joumana Soufi
Owner: Element Nail and Beauty Salon, Kuwait City.

Danielle Muntyan

OUGD603 Extended Practice

Brief # 18 Element

Research: Aesthetic Influence

Existing Branding and Identities

Joumana sent me the above images at the start of the
process in regards to her likes in terms of concept,
colour, typography and format.
Each shows a very different aesthetic, whilst all
remain quite simplistic in design and focused on
one key feature or illustration for a visual association
with the brand.

2/5

Danielle Muntyan

OUGD603 Extended Practice

Brief # 18 Element

Logo Design

Print/Pattern Design

Further Development Print/Pattern Design

Several logos were designed and sent over to Joumana,

whilst in the initial stages of the brief. Two were selected
by my client (shown above) to work with in context to
allow for a better understanding of which works best
aesthetically and tonally. One would then be chosen to
run across the remainder of the deliverables.

When put into context, the Serif logo was chosen, due
to having a little more formality and structure, whilst
being the most visually pleasing.

Following experimentation and further feedback,

a colour scheme was decided on - lilac/green depending on the route selected by my client. However,
rather than shapes, something more organic was to
be used, hence the leaves making up elements of a
branch in a delicate and subtle manner.

The logo designs have been inspired by the

contemporary yet classic interior and aesthetic of the
salon itself, whilst echoing an up-market, sophisticated
and feminine environment.

Prints and patterns were also experimented with in

natural, organic and feminine colour schemes, allowing
for different elements to make up an illustration.

Development: Logo and Aesthetic

This concept was decided on, however it was evident

that the green leaves felt too far away from beauty
salon, so this was toned down with a much more
subtle, pastel shade of lilac allowing for a feminine
edge and aesthetic to run throughout.

The leaves also double up on the reverse of the card

as a loyalty card - allowing for each to be crossed or
stamped off.
3/5

Danielle Muntyan

OUGD603 Extended Practice

Brief # 18 Element

Outcome: Business Cards/Loyalty Cards

Deliverables

Business Cards

Loyalty Cards

Aesthetic

Logo
Appointment Card
Loyalty Card
Gift Voucher
Price List (to be delivered with no content)
Instagram Icon
Letterhead
Envelope

The business cards simply portray the brand image and

concept, whilst reflecting the necessary information
required. Branching out into social media, an Instagram
icon has also been added to such printed collateral,
i.e. appointment card and loyalty card also.

Designed in a similar manner for consistency, the loyalty

cards feature a coloured strip on the front for the clients
name to be written in, whilst on the back, 8 leaves are
shown in the same way as on the business cards.

The overall aesthetic chosen for the branding is

feminine, organic, natural, fresh and subtle, allowing
for soft illustrations and lilac colour palettes to be used
throughout.

Maintaining consistency throughout the branding the

fresh colour scheme adapted from the interiors and
the logo which has been designed are also ran across
each element of the branding in the same manner.

However, each leaf represents a treatment, and would

be crossed or stamped off as and when appropriate
by the staff. Once completed a free treatment is given.

4/5

Danielle Muntyan

OUGD603 Extended Practice

Brief # 18 Element

Outcome: Stationery

Price List
The price list taking on the same design and format as
the letterhead (far right), has been set-up as an editable
document for Joumana to fill in and edit herself, as she
wanted full control over this. Therefore, a template form
was delivered to her.

Gift Voucher
The gift vouchers are double sided with the address,
contact details and opening hours of the salon on the
reverse.
On the front features the consistent branding and
colour scheme, whilst simply highlighting key areas of
information to be filled in.

5/5