Logo and Visual Identity for Premium Beauty Clinic

Branding Concept

The corporate pattern is based on the idea of ​​Japanese art “Kintsugi”. “Kintsugi” (Japanese for “gold patch”) is the Japanese art of restoring ceramic products using a special varnish mixed with gold powder. The philosophical basis of the art of “kintsugi” lies primarily in the fact that breakages and cracks are integral to the history of the object, and therefore do not deserve oblivion and disguise. Within the framework of the concept, it is proposed to use the landscape of city as the forms of cracks, namely the recognizable shape of the river. The river is a symbol of life, fertility. In many cultures, the river has been a sacred symbol.