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  • Sapien
    An up-scale men's grooming salon in Beirut
  • When Nassib Sawaya approached me about his idea for a men's grooming salon in Beirut, I knew it was going to be a challenge- men's personal care is always a touchy subject. In coming up with the concept for the identity, we decided we wanted to be as straightforward and blunt as possible and communicate with potential customers as a fellow skeptical male (granted I'm a woman).

    Using the split 's' and a grey color scheme as the basis of the identity, the main attraction lies in the witty copywriting and sarcastic tone of the typographic applications and communication campaign. The solution attempts to contrast the usual image-heavy campaigns and ads commonly seen in the beauty and personal care industries with solely-typographic applications. 

    The website was designed and developed by Farah Assir
  • Signage
  • Applications
  • Gift voucher (top) and appointment card (bottom)
  • The comment card reads "Finally, your turn to nag" 
  • Business cards with only one half of the 's' showing
  • towels
  • language play in billboard copy
  • second billboard
  • Ad in an in-flight magazine
  • Ad in TopGear car magazine
  • billboard in context (Bamboo Bay beach resort) 
  • Website in collaboration with Farah Assir