Lux is a beauty salon that specializes in high-end treatments with a calm, curated experience. While their services were premium, their branding didn’t reflect that level of care. The visuals felt outdated and too generic for the kind of clientele Lux wanted to attract. They needed a brand identity that communicated elegance, professionalism, and modern femininity—without leaning into trends or clichés.
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We designed a refined brand identity that feels both luxurious and personal. The logo plays with bold, clean typography softened by organic curves, creating a contemporary yet approachable aesthetic. A deep plum tone brings richness and depth, while soft pink floral elements add a feminine, nurturing touch without becoming overly delicate. The result is a brand that evokes trust, indulgence, and individuality—whether seen on print materials or across social media.
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A cohesive visual identity that aligns with Lux’s elevated in-salon experience
Packaging and branded materials that feel premium and emotionally resonant
A distinct presence that appeals to clients seeking both expertise and elegance
