A distinctive identity for use in spa and beauty environments. Using a deconstruction of the letterforms and their ability to °mirror° themselves using half the word and its reflection to make a whole.
Because of the uniqueness of the letter formations, it was possible to remove half the letterforms and let a reflection (mirror, shiny surface) complete the word. This extended into various executions in different applications, all based around plays on reflection, opacity, removal and reinterpretation of elements.
Project completed at Strategy.