LOVELY is more than a spa or beauty salon. From permanent makeup, sports massage, lash extensions to botox injections, LOVELY has it all.
Because LOVELY offers so many services, adding “A SELF CENTER” was very fitting. Nothing wrong with having some self-love
Amiree, the owner, wanted something funky, girlie, with lots of contrast and expressive typography inspired. My goal was to create a visual style that tells her brand’s story. From her store’s interior design to her deliverables. Consistency is key at every brand touchpoint: color palette, the tone and voice of the visuals, tying it all back to the brand vision and values.
LOVELY’s brand identity is edgy, energetic, and inviting but simple and clean at the same time. I created a versatile logo system, a website, social media assets, a fabric pattern, and interior design.
The shop has a beautiful storefront, an upstairs microblading studio, and individual rooms/studios downstairs. Lovely’s audience is mostly women, 18-60+ years old. But what attracted clients was mostly Amiree’s talent and cool personality and style. We decided that this should be part of our focus.
The goal was to make Lovely a place where clients felt not only comfortable, but a dream space away from home, different from any other place in Vancouver, and even Portland. Above it all, we wanted to make Lovely, iconic. The Piero Fornasetti-inspired wallpaper became part of Lovely’s brand along with many other elements. Amiree had an amazing furniture/artwork collection to start with, then we added complimentary items. The objective was to design a space and brand assets that communicated the feel of LOVELY’s distinct personality and style.
Lovely opened in February of 2020. Despite the global pandemic crisis, the shop’s revenue doubled, retail sales increased 60%. The ambiance and the feel of the shop made it a very desirable location for other beauty professionals to be at, which created a high demand for spaces, increasing the rent revenue for the owner for more than 25% of the starting price.
LOVELY expanded their brand and created a product line for professional make-up artists, as well as new shop merchandise. Our goal was to communicate through the packaging design the characteristic LOVELY brand feel & style.
