‘Smooth, Done Right’: European Wax Center debuts full brand transformation
The hair removal company’s evolution features a refreshed visual identity, full-scale in-centre redesign, internal brand socialisation and new brand campaigns. EWC partnered with Yard NYC to create a new platform centred around the tagline ‘Smooth, Done Right.’
Under the new platform, EWC aims to stand for smoothness, expertise and confidence, encompassed through new elements including the wordmark, typography, colour palette and overall visual system.
“We wanted to give EWC a powerful identity and holistic platform that articulated the bold confidence its services provide women throughout every season,” said Ruth Bernstein, CEO of Yard NYC. “The new platform, ‘Smooth, Done Right,’ represents an incredible opportunity to elevate a category leader with an ownable position, as well as redefine how women are portrayed in beauty and culture.”
Formerly restrained by a brand block, the new European Wax Center wordmark lives over flat colour and photography, constructed to scale in a variety of applications. Applications with a new brand block evoke familiarity and instantly communicate the company’s ‘Bold Meets Beautiful’ design approach.
New typography blends a bold, legible font with a natural, flowing counterpart. DGM Sprinter, a humanist sans serif, introduces a clean, effective appearance in contrast to its expressive serif counterpart, Resona. In italics, Resona offers a smooth appearance conveying the fluidity of wax and organic imperfections.
The colour palette shifts from a hot pink to a bright ‘EWC Red,’ used sparingly as a brandmark background or to highlight key details. Deep base colours and bright accents are used for vibrant tonal vignettes against the brand’s lifestyle and product photography. Stepping away from a pure black-and-white scheme, EWC introduces EWC Canvas, a warmer substitute for a striking white.
To keep the look and feel of this brand transformation consistent, Yard NYC built guidelines for marketing, client and internal communications, sales materials and waxing centres. At the waxing centres, inclusive signage and awnings, reception areas, waxing suites, restrooms and product displays follow these guidelines, ensuring consistent colours, lighting and designed spaces in each of EWC’s 1,000 locations.
Beginning its seasonal marketing campaigns, EWC released a short film, promoting ‘Bikini Season’ in time for summer. In the film, Yard NYC visualises a skin-forward approach to cutting-edge waxing. Campaigns will follow for the fall, winter and spring seasons.
