—SUGAR MAGNOLIA
A Retro-inspired Rebrand for a Brand New Beauty Studio
About to build out her own beauty studio in Goldsboro, NC, cosmetic tattoo artist and owner of NC Brow Bar, LeeAnna was looking to rename her business and rebrand herself. Inspired by her hippie-chic style and art, she chose Sugar Magnolia—after her favorite song by the Grateful Dead.
01
BRAND STORY
Sugar Magnolia is a bold and vibrant beauty brand inspired by LeeAnna's artistic spirit and the colorful era and style of its' namesake.
02
THE LOGO
The logo marries expressive vintage lettering with a magnolia icon created from one of LeeAnna’s original paintings.
03
DESIGN ELEMENTS
A bold, vintage color palette featuring bright colors and muted earth tones.
70’s inspired patterns were created using the magnolia icon for use on studio interiors.
To further connect to LeeAnna’s artistry (as a stained glass artist and collector), we brought in glass textures that could be colorized and used as textured backgrounds.
Retro-inspired display type with unique accents paired with an elegant, condensed vintage upright and humanist body type.
04
BRAND VOICE
The brand would use retro-inspired type treatments and our namesake’s song lyrics to bring energy and personality to the vibrant brand. These templates gave LeeAnna the freedom she wanted to use color boldly and create content that was as artful as she is.
05
BRAND ACTIVATION
Activating the brand would need to balance playful and professional. For the website, we opted for a cleaner, more elevated aesthetic. Whereas for customer care cards, we went bolder and designed them in the style of 70’s era rock posters for a unique and standout takeaway.
"Ash is the think-tank and design team of 20 people put into one. She is creative, innovative, and goal-oriented. She was able to sift through my scribbled thoughts and jumbled ideas to create the most perfectly curated brand for me. The website she built was beautifully designed, user-friendly, and took into account all of my wishes. I came for a new logo but I left with so much more- a comprehensive brand kit teamed up with excellent resources to effectively execute my brand for many years to come. Working with Ash has been the best business decision I’ve ever made."
—LEEANNA LANCASTER
Cosmetic Tattoo Artist + Studio Owner