NovaGlide, an e-commerce company that supplies consumers with at-home waxing kits and aftercare, is a passion project created and designed by me. The goal of the project focuses on establishing a strong, memorable identity that resonates with its target audience and communicates the unique value proposition of the at-home waxing kit service.

Even though this was a passion project, I approached the project with the same level of professionalism and dedication as I would have for a client. I conducted research into the beauty industry that specifically produces at-home waxing kits to gain insights into why consumers trust these brands to want to buy from them.

With the target audience consisting of working-class people who want the convenience of having a product shipped to them and using that product in the comfort of their own homes, I didn't want to create a visual identity that felt exclusive or overly premium.

To do this, I incorporated playful and fun elements through the bright/bold color palette and the addition of simple illustrated icons. For the logo, I used a unique sans-serif font with a custom 'n' and 'g' to bring that fun element into the logo, and then used a clean sans-serif font for the tagline for a touch of sophistication.