When it comes to branding a retail shop it means thousand of small details that need to be considered. When I.L.U. people first talked about the idea of creating a beauty shop chain of new kind they only had a draft of the concept and lot of belief. We started from the very scratch and went through the process hand in hand with the client. From name, interior design, graphic design, retail branding, communication platform and last but not least executing it all.
The thought behind is very simple. Beauty can be defined through numbers and emotions. To be correct – beauty lives where two of those meet. I.L.U. is an acronym for I Love You (emotion) and also means estonian word “beauty”. If you draw a rectangle around I.L.U. you’ll find that it has golden ratio proportions (mathematical definition of beauty).
Welcome to the shop. The experience is divided into two parts – darker beauty part and lighter skin care section. Both are smoothly linked through categories. In I.L.U. all brands are treated equally and categorized by people needs not by brands. This crates simple and understandable environment for everybody.
The imagery used in the shops is lined with the communications platform of the I.L.U. brand. The weightless universe of mysterious purple water where there is nothing but you and your dreams.
All of this is I.L.U. – a new breed of beauty store in the world. Ready to conquer the planet.
I.L.U. CVI
categories: corporate identity graphic design illustration package design
2008-12-04
When it comes to branding a retail shop it means thousand of small details that need to be considered. When I.L.U. people first talked about the idea of creating a beauty shop chain of new kind they only had a draft of the concept and lot of belief. We started from the very scratch and went through the process hand in hand with the client. From name, interior design, graphic design, retail branding, communication platform and last but not least executing it all.
The thought behind is very simple. Beauty can be defined through numbers and emotions. To be correct – beauty lives where two of those meet. I.L.U. is an acronym for I Love You (emotion) and also means estonian word “beauty”. If you draw a rectangle around I.L.U. you’ll find that it has golden ratio proportions (mathematical definition of beauty).
Welcome to the shop. The experience is divided into two parts – darker beauty part and lighter skin care section. Both are smoothly linked through categories. In I.L.U. all brands are treated equally and categorized by people needs not by brands. This crates simple and understandable environment for everybody.
The imagery used in the shops is lined with the communications platform of the I.L.U. brand. The weightless universe of mysterious purple water where there is nothing but you and your dreams.
All of this is I.L.U. – a new breed of beauty store in the world. Ready to conquer the planet.