Updating a Brand Identity for Athena Ellen
Refreshing a local aesthetician's brand
Modernize the web and print presence of a small business.
Athena Ellen is a small, aesthetician owned spa in San Francisco’s charming Noe Valley neighborhood. Her previous website, content, and prices hadn’t been updated since 2012. A brand refresh was the perfect way to usher in these changes.
Designer for individual client
Spa customers were impressed with the modern identity and updated website. Customer traffic and interest in the shop has increased.
1 – Sketching and exploration
To create a shared understanding of the stylistic goals for the project, I created mood boards and gathered inspiration with my client. This process revealed three goals for the new aesthetic: light, modern, and geometric. I then created several exploratory sketches of different potential concepts to explore how these values would translate into a logotype.
2 – Logo concepts and refinement
After exploring a variety of stylistic directions, I then selected three options and created higher fidelity versions for my client. I then collected feedback and made three final revisions from which we chose the final mark.
3 – Typography styles
4 – Packaging and Labeling
We came up with a label system that would be flexible and affordable for her shop.
Here are several examples of the labeling system applied to various products (photography by me)—