Laser & Skin Clinic
As Dunedin’s first professional laser & skin clinic offering para-medical and beauty services, Groom endeavours to change the paradigm of permanent hair reduction. With new ownership came a new name and a complete identity overhaul to match. The brand was to feel long-established with the unique balance of appealing to both male and female clients – masculine enough to draw in men and make them feel comfortable, yet not too much so to alienate the female clientele.
The identity holds to classic, timeless sensibilities, but with a modern edge and subtle touches of detail throughout. Extra finishes of gold foil, metallic inks and die-cut edges were used where possible to reflect a certain class. Introducing a vellum coloured stock bought a softness and warmth.
We formed a system of utilitarian forms and tables that served as a practical way to display treatments, prices and offers. A cropped logotype acts as a framing device, as bold, generously spaced typography falls off the page's edge, emanating the repetition of billstickers on the surrounding streets.
Made up of a sharp, bold, display serif that holds a certain weight, the primary logo is locked-up with an old-style typeface, retaining the heritage and character of the building. Mirroring these forms, the diamond shape is carried across into the mark and pattern.