Soft Moss has designed branding for Prettywoman, a premium beauty chain being launched imminently in Essex, with plans to roll out across south east Britain.
The company will provide spa and beauty services such as facials and manicures, alongside clinical treatments such as Botox injections and semi-permanent make-up, in a ‘chic, luxurious environment’.
Soft Moss will also create packaging, in-store point-of-sale, print material and signage for the chain.
According to Soft Moss creative director Mark Brown, the brand is targeting wealthy, fashion-oriented women. The identity aims to create a ‘glamorous, clinical’ positioning.
The palette features ‘pinks, fuchsia and skin tones’ and photography ‘focuses on specific parts of the body, but with a high fashion and glamour angle’, he adds.
The consultancy was appointed to the work on the strength of previous work in the high-end fashion sector, says Brown.