The brief: To transform Just Lashes, modernising its outdated brand to reflect its high-quality services and premium positioning in the eyelash industry. The goal was to elevate the brand’s perception, appealing to a clientele that values expertise, precision, and a polished appearance. 

The story: In a competitive market differentiation through quality, customer experience, and branding was crucial. AUTHOR provided a complete brand identity, encompassing visual and communication strategies, website design, social media, and merchandise. Every touchpoint was refined to align with Just Lashes’ premium offerings, ensuring a sophisticated and cohesive brand presence.

The look: The new brand identity exudes elegance and modernity. The sophisticated logo, with its capitalised font, clean lines, and elegant curves, conveys premium quality and exclusivity. The colour palette of burgundy and soft pink balances boldness with femininity, reflecting the brand’s luxurious yet welcoming atmosphere. The JL brand mark, enclosed in an oval shape, subtly represents the thickness and delicacy of lashes, reinforcing the artistry behind Just Lashes. 

The message: "Precision. Beauty. Confidence." This messaging was carefully crafted to capture the essence of Just Lashes' premium services. By focusing on these three key elements, the messaging reinforces Just Lashes as more than a beauty service—it’s a luxury experience that leaves clients feeling elevated, polished, and ready to take on the world.