Posh Lashes & Brows

There are plenty of lash and brow studios, and many rely on the same beauty clichés. Posh wanted to stand apart in this saturated market and be seen as a premium, distinctive brand.

The goal was an identity that deliberately avoids the clichés and communicates a calm, elegant and recognisable character instead: approachable luxury, effortless and soft.

The wordmark is built on the serif typeface Gloock. A brushstroke in powder pink gives it a soft, handmade touch without becoming playful.

Alongside it: versions with and without the tagline and a compact symbol drawn from the “o” for small formats such as profile pictures, highlight covers and stickers. The brand stays recognisable at every size.

Five tones from pale powder to deep espresso, all from the same warm family. Together they feel soft and velvety while still giving enough contrast for type and logo.

Two typefaces share the work: Gloock sets the tone, Alexandria keeps everyday text readable.

For Instagram I created highlight covers, post templates and design guidelines: price list, services such as lash extensions, lash lifting and lash fix, opening hours and aftercare materials.

With them the client publishes new posts on her own, and the feed still looks like one brand.

Business cards, embossing on dark paper, stickers, a “Beauty in progress” door hanger and a phone case carry the identity onto paper and objects.

Outside, a wall sign and the lettering on the shop door take the brand into the space, so it is recognisable before the first appointment.