Naming, identity, branding, packaging, website and photographic art direction for New York-based Spruce & Bond, a sophisticated lifestyle-driven hair removal studio specializing in wax, laser and brow treatments. Formerly known as Completely Bare, the company’s re-launch marks a period of meaningful change and growth, during which they will be exploring non-traditional retail models such as pop-ups, express locations, at-home services and shop-in-shops.
The challenge was to create a brand identity that conveyed the right balance of expertise and playfulness. Beauty, simplification and the notion of removal highlight the spirited ethos of the brand through a stripped down ‘SB’ monogram combined with elegant typography. The website (with an enhanced online booking experience), store signage and collateral, as well as new specialist uniforms help evolve the brand to deliver a more modern and curated experience.