Aarna Salon Logo

Aarna Salon

Think Deck

Think Deck is a client project aiming to make decks of cards that encourages people to think deeply about certain aspects of their life. Hence the brand name Think Deck. I was responsible for the brand language, the design of the cards, and product packaging.

Visual Language

Since the focal point is the stories in the deck a simple visual was necessary. It was important to pick a visual language that was transitional and would carry over different decks. I used Montserrat as the title type face its extended form is bold but clean, perfect for the simple style we were going for. Yorkten Slab is used for the body text to bring character to the stories but still with clean letter forms that are readable.

Typography

Logo

Illustration Style

Simple shapes on their own but together the possibilities of different compositions are endless. Perfect for an expanding product line.

Project Time Stamp

June 2023

Project Tags

Branding
Small Business

Refreshing a brand identity

After being in the beauty industry for 10 years, Aarna Salon wanted to refresh their logo and other branded material to better reflect their brand. I refreshed their logo and business cards.

Front Side Iterations

After establishing the brand language I made iterations of the front of the cards. I was bouncing between the idea of introducing the brain to symbolize the word think but ended up deciding it was too literal and better to use shapes only. The client ended up going with the last option.

Starting point and challenges

The original logo had good bones, however it lacked refinement. Inconsistent and unnecessary strokes, squishing of text, box around the a doesn't really serve a purpose. Furthermore, Aarna Salon pitches that they are salon that leans into organic and natural based products and services as their value proposition. The use of pink doesn't really translate that.

Logo iterations

The client didn't want to stray too far from the original logo. So I focused my iterations on finding the best way to refresh the logo.