Feline | Eyes Studio
Feline Eye
A brand that was created and designed to exalt the female gaze through special care using natural methods as well as aesthetic procedures aimed at enhancing the expressiveness of the eyes.
Challenge
To bring all the expressiveness that can be conveyed by the look to the brand.
Feline is not just a beauty salon or an aesthetic clinic, it is a confidence-building environment.
Research shows that around 94% of women see themselves in a distorted way in the mirror, which causes frustration and low self-esteem. In addition, every woman looks in the mirror at least 8 times a day, and one of the first things to look at is the face and facial expressions, with emphasis on the eyes, where most fine lines are concentrated.
This brand needed expressiveness, not just from the look, but from the woman who takes care of that look and manages to regain her confidence from the inside out.
Construction
The logo couldn't be any different. It was based on
• The shape of the eyes
• Fonts and shapes with fine lines
• The shape of a star in the pupil and around the eye, representing the essence and the brilliance of the gaze.
Colors
I knew that the colors needed to be neutral, to bring the idea of naturalness, but I wanted weight and a certain sexuality, to highlight feminine power, strength and expressiveness. That's why I chose a palette of warm and cool earthy tones.
Fonts
The main font I chose needed to represent the same expressiveness and sensuality that I brought to the colors, opting for thin ligatures and a star-detailed "I" letter, which brings that perfect continuity to the entire visual structure and communication of the brand.
The secondary font, on the other hand, follows the idea of fine lines but comes in upper case and with greater spacing, to bring professionalism and complement the structure of the logo in a balanced way.
Products
For products, packaging must follow a gourmet, minimalist and glamorous line. A reusable packaging for when the product runs out, so you may keep it because it's chic.
The simplified logo perfectly matches the choice of fonts and brings the balance and lightness that the products need to be part of your daily life, always reminding you of their beauty and expressiveness.
Positioning
On social media, the positioning should be inclusive and sexy, always bringing the idea of caring for body, mind and spirit, valuing natural procedures. It should also show sexuality, power and confidence, to enhance aesthetic procedures.
Photography
Lots of neutral tones, different skin tones, different expressions, different bodies and realities, after all, it doesn't matter what your background or reality is as long as you feel beautiful and confident in who you are.
And that's what Feline will do for you.
Tone of voice
Empowered, communicative and close. More than a studio, Feline is a friend who encourages you, empowers you and believes in your potential. Adjectives like:
• Darling
• Queen
• Dear
Alongside others refer to a sincere and confident friend. A friend who looks at you and says: "Hey dear, what's that look? I know the day was a mess, but don't let this mess get to you. Lift that look, put on some shoes and a dress, you need to remember how powerful you are".
Without mincing words, it is the partner you need to feel always confident.
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