Contributed by Melbourne-based Sarah Bürvenich.
After three successful years, Melbourne’s Glöw Beauteous founder and owner Gabriela Sebastianko decided it was time to give her business a design facelift. She put this project in the capable hands of me, Sarah Bürvenich.
First and foremost the new identity had to embody Gabriela’s modern and professional approach to beauty. It not only had to convey the science that lies behind Glöw Beauteous’ techniques, but also the playful element that comes with making people feel pampered and looking gorgeous.
The clientele are primarily female, aged in their mid 20’s to late 50’s. Glöw Beauteous is focused on sustainable skin care and scientifically sound methodology, with special attention to protection from the sun and environmental hazards (Australian sun can be very nasty). If you’re expecting nail polish, color cosmetics or Botox injections you best look elsewhere.
Luckily, the fact that I was living on a sailing vessel in the middle of the Pacific ocean didn’t put Gabriela off. I can appreciate that not everybody is willing to work remotely with a designer, especially if the client isn’t experienced with the design process. Building the client/designer relationship when communication is limited was quite a challenge.
Fortunately Gabriela was undeterred; she liked my style and decided to work with me. She has an amazing personality and was able to confidently make decisions which allowed the design process to move smoothly and quickly.
In designing the company’s logo, stationery, and website, I developed an elementary, contemporary, identity with a distinctly feminine feel.
When the clinic was founded in 2009 Gabriela wanted a nod to her European heritage by changing the letter “o” in “Glow” into an umlaut. We kept this little feature when we changed the business name from Glöw Beauty to the more gentle and elegant Glöw Beauteous.
Elemental but not simple; the logo represents an infinite cycle. The balanced circular flow portrays the self-renewing ability of our skin. Characterised by an organic and cohesive shape, the logo features the idea of consistent treatment and highlights the scientific approach, as it can be interpreted as the fractal like cell structure of the subject’s skin.
The design operates on two levels — the first being a visually delicious logo, the second reveals the intrinsic elements of the business, through the use of a warm colour palette, organic lines and a cyclical shape.
Imagery and color palette
The imagery is aquatic, clear and flooded with light. Utilising a color palette of soft pastels such as coral, vanilla, light lavender purple and a warmish beige-grey reinforces the femininity and tenderness the business embodies. The stock photo for the gift voucher is the only exception, featuring a whimsical urban scene in the same color range.
Living on a boat, surrounded by water, and having an underwater camera came in handy. I couldn‘t resist using the look and feel of water (imagery) for the fresh appearance of the identity and I‘m quite happy with the result.