Lashahontas is the ultimate lash extension experience from the comfort of your home. Their highly-skilled lash technicians and services enhance women's natural beauty through the most advanced products and semi-permanent techniques available in the UAE. When COVID shook the world, Lashahontas saw its demand increase and, as a result, felt it was the right time for a rebranding. My first project to date, I was ecstatic this opportunity fell on my lap. Lashahontas came to me for a logo and to define their brand, refreshing their creativity with an emotional layer and powerfully dynamic & bold visual presence. My goal as a designer was simple; grow Lashahontas and fill their calendar with clients.
From its initiation, Lashahontas embraced Instagram as its primary channel for lead generation and communication with its clients. Their target market being young women, we wanted to go big on "Fierceness" while simultaneously creating a presence that felt not overly intimidating. We struck the right balance through an eye-catching symbol (pun intended) and a thin bold sans-serif typeface.
The symbol, an eye with long detailed lashes and an interchangeable pink/red background, it immediately connects users to the theme of beauty. Deviating from the typical outdated script typeface competitors employ, we decided to go with a bold custom typeface that appears thin in weight, much like a lash is. Finally, most of the competition used pinks and golds. Because we wanted to create a brand rich in edge, we chose a statement-making bold pink and red for our primary brand colour and a warm orange for the secondary brand colour palette.
The use of bold colours and typefaces allows the branding to stand on its own in an overly saturated market without feeling out of place.
