Visual identity for a beauty club

Problem As part of my 5 year employment at Luxplus, a Danish beauty e-commerce company, I worked on the challenge of elevating the visual identity of their beauty club concept. While the subscription-based model offered clear value to loyal customers, its branding lacked the visual sophistication and emotional appeal expected in the beauty space. The existing identity didn’t reflect the premium feel or sense of exclusivity that the club aimed to offer, and it struggled to resonate with a design-savvy, trend-conscious audience. Luxplus needed a refined and cohesive brand identity that would enhance the perception of the Beauty Club and strengthen customer engagement.

Task My task was to create a distinctive and aspirational brand identity for the Luxplus beauty club that would stand out within the competitive beauty landscape. This included designing a modern logo, crafting a cohesive visual system, and developing assets that could be applied across print, digital, and social media. The goal was to create a visual identity that felt elevated, exclusive, and aligned with the club’s mission to make premium beauty accessible.

Solution To meet Luxplus’s goals, I developed a strategic and emotion-driven design approach, balancing elegance with approachability. Designed a modern, minimalist logotype that evoked a sense of calm sophistication and timeless beauty. Built a versatile visual system including a muted pastel color palette, elegant typography, and lifestyle-driven imagery that conveyed a sense of luxury and warmth. Applied the identity across various brand touchpoints such as digital assets, print materials, and social media templates to ensure a consistent and aspirational look and feel.

Throughout the project, I worked closely with the Luxplus team to align the design vision with brand values, making refinements based on feedback and evolving needs. The result was a polished and cohesive identity that elevated the beauty club experience and resonated with its target audience.