Located in Barra da Tijuca, Rio de Janeiro, CHARMEL DE FRANCE is a facial and body aesthetic boutique that bears in its name the promise of French sophistication, care and excellence. My challenge was to transform these values into an elegant, modern and striking visual identity.
Charmel de France
Specializing in advanced treatments and committed to quality, CHARMEL needed a visual representation that reflected its essence and highlighted it in the competitive Rio market. The focus of the project was to create a logo and graphic elements that conveyed this unique combination of refinement and innovation.
A POWERFUL VISUAL STATEMENT
The logo departs from a stylized symbol that refers to a bee, for its strong association with the production of wax: essential raw material in hair removal services, one of the company’s flagships. The shape of the bee was designed with symmetrical lines, in continuous stroke. Above the bee’s head, a small crown reinforces the brand’s premium character and the almost “real” care that CHARMEL offers in its treatments.
COLOR PALETTE
I chose a palette that brings luxury and timeless elegance: the combination of gold and dark gray was the basis for this. It is a classic duo, which reinforces the image of good taste and sophistication that the brand seeks.
I used the gold on the symbol to bring that immediate sense of prestige. The dark gray, applied in the name CHARMEL brings seriousness and professionalism, creating a neutral and elegant base without exaggeration.
TYPOGRAPHY
I chose for a no-serif font for the name CHARMEL for conveying contemporaneity and firmness, creating a contrast with the lightness of the symbol.
A more rounded font and a softer shade of gray for DE FRANCE. This contrast, both typographical and color, is not only aesthetic — it has a clear function: to create a visual hierarchy that directs the look first to the name CHARMEL and then to the tagline.
The CHARMEL DE FRANCE project was designed to go beyond a simple graphic representation. My goal was to create a logo that would clearly express the brand’s positioning in the aesthetics market. The result is a visual identity that works well on different platforms and materials (always my concern in creating logos).
This project shows how strategic design can be: by clearly communicating the essence of the brand, it contributes to attracting the right public and consolidating CHARMEL DE FRANCE as a reference in luxury aesthetics in the southwest zone of Rio.
CLIENT/YEAR:
Wania Gomes, 2022
PROJECTS:
Visual identity creation
Storefront, plotters (paper wall)
LOCATION:
Rio de Janeiro | Brazil