2023 Szarna Brand Identity
Szarna
The beauty studio from Poland.
Logo - visual identity - business cards - social media templates - extras
Szarna, the name created by the owner Anna Szarna, is a small beauty studio focusing on make-up. The main purpose of the brand was to create visual identity that would be elegant, feminine, yet distinctive from the competition. Since the key service the studio provides is evening make-up and day make-up for various occasions, the main idea for the logo was to showcase those two factors - day and night - being centered around this place.
The visual identity was supposed to be bold, yet easy to use and minimalistic. The emblem, based on the logo, created a distinctive brand mark, easy to use as a circular sticker for different surfaces and materials both printed and digital. Thanks to the sticker-like form of the embled, the brand, although still elegant, got a modern vibe directed to the younger generation of people looking for a make-up artist.
The one and only font for the Szarna brand is Mexa. The beautiful, elegant typeface with strong contrast and caligraphic connections between strokes, showing the personal touch of the services, along with modern approach and strong womenhood.
Colors chosen for Szarna are based on the olive tree. With the main colors being a subtle grey and olive hue, used instead of a white and dark grey. Along with brown and green hues complementing the pallette. The colors chosen for Szarna are natural, delicate, yet connecting the brand with the natural cosmetics used by the studio, dark shadow shades for evening make-up options and more subtle, beige every-day options.
Digital templates examples:
To remain consistent with the brand, yet still easy for use in a small business model, the digital templates for social media were created around the logo star shape, the emblem and Mexa, being the lead font for the brand. Along with the typography, the minimal, easy to use, stroke-based highlights have been introduced. The photography chosen for the brand should circle around natural colors and textures, beige, creamy hues and organic fabrics, due to make-up offer being all about helping to express the natural beauty.
Although being a small brand, Szarna is all about the customer-centered experience. To create that feeling, I created the number of print for various accessories, goodie bags, coffie mugs and informational posters being introduced around the studio, to help customers feel the care for their comfort and showcase the full visual potential of the brand.
Thank you!
Designed by Marta Janiak
