elan beauty store

client
elan beauty store
date
2024
services
branding

elan beauty store

client
elan beauty store
date
2024
services
branding
project overview
about

Elan, a multi-brand cosmetics store in the Middle East, is entering the Dubai market

task

To develop a recognizable corporate identity for the launch of a new cosmetics store that will be equally appealing to men and women and will seamlessly fit into the cultural context of the region

solution

We created a fresh, contemporary brand identity that reflects gender neutrality and key attributes of Dubai

how we did it

We focused on a combination of elegance and accessibility to reach a broad Middle Eastern audience. We chose azure blue and sunny yellow as the brand's primary colors:

Blue symbolizes purity, transparency, and trust, and is also associated with the sky and water—important symbols of spirituality in the region

Yellow conveys energy, joy, and life, echoing the sun and gold—traditional symbols of strength and abundance in the East

Together, they form a balanced, gender-neutral combination that appeals to both men and women

Typography

Minimalistic, gender-neutral

Rounded shapes create a friendly atmosphere, while clear geometry adds professionalism and premium appeal

This references the brand's expertise, created by doctors and skincare specialists

how we did it

Additional Elements

Gradients reflect the fusion of two worlds: skincare and decorative cosmetics. The graphic system is designed to work equally well in both digital and offline environments

As a result, the brand creates the image of a bright, open, and accessible beauty store where everyone feels comfortable, regardless of gender

Difficulties

Tight deadlines – we were able to create a functional, well-thought-out identity in just two weeks

The need to consider the audience's diverse cultural expectations

How We Decided

We used universal visual solutions that are easily adapted to different markets

During the process, we refined and strengthened the initially agreed-upon concept, which proved to be a successful solution and increased the value of the result

result

Elan has a bright, open, and accessible brand that:

appeals to both audiences (men and women);

harmonizes with Dubai's local cultural code;

expresses a balance of premium and approachable, expert and easygoing

get in touch

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