ADF&PCD and PLD Paris | Industry News

Butterfly Cannon shapes the visual identity for luxury urban brow salon THE BROWERY

Butterfly Cannon saw the chance to shape The Browery’s identity around the personality and personal touch of the brand. Building on their brand story, Butterfly Cannon developed their tone of voice, product naming, packaging design, visual merchandising point of sale, photography, social media, and brand guidelines. 

Duality runs through the visual identity. For the confident, straight to the point product names, the design agency used two weights in the logotype and a mix of serif and sans serif typography. To emphasise real and natural beauty, Butterfly Cannon picked a pink-nude colour palette with accents of teal to add bursts of vibrancy and energy. 

Subtle detail in the finishing brings the brands’ contrasting personalities onto the pack. Embossed waves meet strong structural lines. Working in collaboration with THE BROWERY Creative Team and Creative Director, Izabela Szmyla, this understated tactility is continued through the salon’s interior design. In-store, visual merchandising heroes the brand’s ‘brow’ icon. Doubling up as an impactful, eye-catching product display area.

For brand photography, Butterfly Cannon worked with Barry Makariou, an award-winning liquid & still life photographer. The product-led photography centres long shadows set against natural stone textured backgrounds to create drama and dynamism.

Reflections and distortions from faceted glass and mirrored surfaces capture the duality of the sisters. As does the model-led photography; casting models posed in pairs to show the products in use. The photography is used across salon visual merchandising, printed on in-store banners, product display cards, landscape signage and social media.

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