• Transform magazine
  • August 18, 2022

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Butterfly Cannon designs visual identity for new luxury brow salon

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With locations in Munich, Berlin and Dusseldorf, luxury brow salon, The Browery, sought to launch a product range. To do so, it worked with London-based creative agency, Butterfly Cannon, to design the tone of voice, packaging design, visual merchandising point and brand guidelines for the range

Butterfly Cannon saw the chance to shape the brand identity around the personality and personal touch of the founders, sisters Amira and Rada. The agency centred the creative approach around the juxtaposition of the sisters’ personalities, one of whom is more creative and the other more strategic.

The two personalities are reflected on pack in the finishing’s subtle details, where embossed waves meet strong structural lines. The understate tactility is continued through the salon’s interior design, where visual merchandising heroes the brand’s ‘brow’ icon.

This duality runs throughout the whole visual identity: there are two weights in the logo type and a mix of serif and sans serif typography for the straight to the point product names. The centralised branding balances the gravitas created by the formal structure with a softer tone that comes with the personal touch of the line ‘by Amira and Rada.’

The pink-nude colour palette aims to match the founders’ emphasis on real, natural beauty, contrasted with black for a more urban edge and accents of teal for a greater energy. The product-led photography centres long shadows set against natural stone textured backgrounds with the aim of creating drama and dynamism. The duality of the sisters is again reflected in the reflections and distortions from faceted glass and mirrored surfaces and in the models who are always posing in pairs.

“With their work on our packaging and brand identity, Butterfly Cannon have perfectly capture what The Browery is all about- real people and real connections. Our brand is now fully realised but stays true to us and the sisterhood we have built,” Amira and Rada say

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