BEAUTY CONNECTIONS — Brand Identity & Website Design
Beauty is Better When it’s Fun!
An arcade-inspired brand refresh for Beauty Connections Australia, injecting color and life into the beauty retail experience.
PROJECT SERVICES
THE CONTEXT
Beauty Connections Australia is a retail destination that brings global beauty brands to the Australian market. However, their existing identity felt safe and corporate, blending into the background of a crowded industry.
THE CHALLENGE
The brief was clear: "Revive the brand." They needed to pivot from a passive distributor to an engaging, consumer-facing brand that felt alive. We needed to find the sweet spot between "Simplicity" (to let the partner brands shine) and "Liveness" (to make shopping fun).
PHASE 1: THE STRATEGY
The "Arcade" Concept
We asked ourselves: What is beauty if it isn't fun? Together with Studio ASAP, we anchored the new identity in the vivid world of retro arcades. This was about the energy of an arcade: bright neon colours, bold stickers, and a sense of "winning" a prize.
To disrupt the feed, we introduced a high-voltage color palette. We replaced muted tones with electric blues, punchy pinks, and soft lilacs. The typography was refreshed to feel modern and accessible, using bold, rounded typefaces that complement the "sticker" graphic elements.
PHASE 2: THE WEBSITE
An Engaging Digital Storefront
The website needed to be more than a catalog; it needed to be a hangout spot. We redesigned the web experience to be visually stimulating, using the new "badge" system to highlight product benefits and offers. The layout balances clean white space (for product clarity) with bursts of brand color to keep the user engaged.
