I've had so much fun working on bem. Came in with logo marks and colors, and we're looking for an identity to call home. After doing some research and inspiration exercises, we came up with this concept, which I absolutely love.

Impressive work !

Would you pay a 400€/month membership without needing convincing? This was my challenge with Beau Society, a premium wellness membership in Lyon 💆 Instead of justifying the price, I've built a brand that removes the decision entirely: strategy, creative direction and design, all engineered so that 400€ feels OBVIOUS to the target audience, not expensive. What's more exhausting for you: paying for wellness, or figuring out where to spend it? For me: The second, and I learned it the hard way! 💀

the decision-removal angle is the whole game. price stops being a debate the moment the brand signals you're already the kind of person who buys it, and the serif system plus that monogram pull that off. reads like membership not a purchase, really nice work