The perception in the Beauty/Spa industry is that fast = cheap. So we solved the brand identity challenges by combining an elegant visual palette with a wry and rather attitude-charged copy style. As well, the materials (such as letterhead, gift bags & boxes, and business card-holders) had to fulfill multiple purposes in order to stretch the limited production budgets and also had to be flexible to withstand the ever-changing world of fashion. Every item in the store also has an attitude and was treated as another opportunity to create a one-on-one conversation with the customer.