Create a visual identity for a new cosmetic dentistry and injectables brand using the name Beautifulee or Dr. Charlotte Lee.
The branding journey began with typeface exploration to capture the essence of the brand—professional yet warm, with a touch of personality. This led to the creation of an icon and full logo, ensuring versatility across digital and print formats, from uniforms to social posts. Multiple iterations of tooth, injection, and Dr. concepts were explored, resulting in a unique icon distinct from typical cosmetic and dentistry brands. A simple, chunky line style with rounded corners and edges was chosen to imbue femininity and approachability. The final logo, a subtle combination of the B and L from Beautiful and Lee, represents a tooth in a modern and abstract way, embodying the brand's identity as a dentistry and aesthetics/injectables brand. Various colour palettes were considered, with the chosen palette offering strong combinations and a departure from traditional dentistry hues, ensuring longevity and flexibility across brand assets. This visual identity is showcased across outdoor signage, stationary, and lanyards, providing a glimpse into the brand's cohesive and versatile presence across different mediums.