SONIA MAKEUP ARTIST

PROJECT OVERVIEW

Sonia Makeup is a women-led, holistic beauty brand that orients towards embracing natural beauty, highlighting radiance and bringing out the best in people, both aesthetically and spiritually. The owner, Sonia, aims to change the makeup game by encouraging her clients to feel “Free in your own skin” and creating a compassionate and soulful experience from start to finish.

Sonia wanted her brand identity to embody a mixture of professional luxury with an uplifting bohemian twist.

STRATEGIC ANALYSIS

A HOLISTIC APPROACH

Together, the following elements and values are meticulously and consistently communicated across all brand identifiers and touch points, forming a guide that influences how Sonia Makeup sounds and feels to its ideal audience and consumers.

This ensures a strong, cohesive brand identity that stands out on market shelves.

ARCHETYPE

The North Star is wise and knowledgeable. These brands position themselves as authorities in their field, offering valuable insights and guidance to customers. They prioritise enlightenment and self-improvement, aiming to empower consumers with wisdom.

MISSION

To bring warmth, tranquillity, self worth, acceptance and a sense of belonging to everyone who comes in contact with the beauty brand, with a touch of fun and levity along the way.

AUDIENCE

Women aged 18+ who don’t resonate with the need to cover up their features in order to meet a standard of beauty, but would rather be taught how to embrace what mother nature gave them during their self care practices.

BRAND VOICE

Sonia Makeup is a soft, luxurious, compassionate and optimistic brand that evokes a sense of both unity and inclusivity whilst remaining a trustworthy leader and mentor within their field.

LOGO SUITE

The logo suite for Sonia Makeup personifies professionalism using a luxurious and delicate serif font with custom typeface and splash of fun in the bright and energetic colour palette.

Sonia provides a service called “Rose Ritual & Relax” and wanted the visual of a rose to be at the forefront of the brand identity.

“Embracing Radiance” was chosen as the brand tagline during the branding process as it pinpoints Sonia’s mission of bringing out the best in people rather than painting over blemishes.

PRIMARY

SECONDARY

BRANDMARK

VISUAL IDENTITY

BONE

#FFEFE9

EARTH

#AA9C87

DUSK

#513B28

PEACH

#CC7150

GLOW

#C28B3C

OLIVE

#7A8226

HEART

#F1B1FF

Whilst staying true to the traditional and warm colour palettes of the makeup and beauty industry with Peach and Bone, introducing natural and earthy tones such as Olive, Dusk and Earth emphasises the brand’s mission of orbiting around natural beauty and holistic treatments. The introduction of Gold is a nod towards the end goal of radiance in her clients, while the electrifying Heart is added to create a uniqueness and memorability in the brand, enhancing its optimistic voice.