—PRIMROSE BEAUTY
A Nostalgic Brand for a Natural Beauty Studio
Emily, a cosmetic tattoo artist, was about to open her own private studio—Primrose Beauty just outside of Nashville. She was looking for a brand that was true to her eclectic style and artist eye—one that would separate her in an industry saturated by minimalist brow artists and beauty brands.
01
BRAND STORY
Primrose Beauty is an eclectic, artisan brand inspired by vintage motifs, romantic details and feminine florals.
02
THE LOGO
To capture the charm and style of Emily’s aesthetic, we looked to vintage-inspired typography that had a lot of character and expression. The organic curves paired with formal serifs give the logomark professionalism without compromising personality.
It was important that the brand also have a recognizable and unique logoicon. Nested into this alternative mark is the primrose flower, the brand’s namesake.
03
DESIGN ELEMENTS
A warm nostalgic color palette of dusty mauves, earthy neutrals and muted accents
Illustrative florals and eclectic type brings artistry and diversity while a bold, geometric pattern inspired by the anatomy of the primrose flower adds modernity. Photography is soft, dreamy and naturally-lit.
04
BRAND VOICE
Inspired by mid-century ads and manuals as well as Emily’s collection of pin-up posters, we created care cards that carried through the brand’s playful personality and retro style.
Emily encourages clients to embrace their natural beauty with messaging that reflects her ethos.
05
BRAND ACTIVATION
To activate the brand’s namesake, business cards feature various species of primrose flowers.
"I felt so well taken care of and understood. The whole process was so incredible as well as the end results! She is so easy to talk to and understood what I was wanting from the start. She was able to take my jumbled thoughts and organize and interpret them into the most perfect brand. This was the best decision ever and Ashley has exceeded all my expectations. I couldn't be happier!"
—EMILY GRAFFAM
Cosmetic Tattoo Artist