La Fame: Beauty as an Abstract Idea
The Challenge: Premium Yet Accessible for Two Markets
La Fame is a cosmetics brand based in Europe’s financial capital London but will be launched in the Asian market to start off as an imported brand and to compete with regional top local brands.
The products to start off will be beauty cream, beauty soap, face wash, etc. The brief was to create an elegant logo design and brand identity that would not only suit the European market but also work well in the Asian cosmetics sector.
This challenge requires:
- Dual market appeal: Works in both European and Asian markets
- Premium positioning: Sophisticated enough for premium brand
- Accessible pricing: Affordable enough for daily use
- Elegant design: Suits both markets’ aesthetic preferences
Brand Strategy: Beauty as an Abstract Idea
After much research and brainstorming we came up with the strategy to approach beauty as an abstract idea.
This strategy works because:
- Abstract concept: Beauty transcends cultural boundaries
- Universal appeal: Works in both European and Asian markets
- Sophisticated approach: Appeals to premium market segment
- Flexible positioning: Allows for premium yet accessible pricing
Logo Design: Abstract Swan with Flower
We created an abstract and minimalistic swan icon with a flower incorporated into the design to add flair and make the swan design unique. For the typography we chose a hard edged yet elegant font and customised it to create a truly exceptional and catchy brand identity.
This design approach works because:
- Swan symbol: Represents elegance and grace
- Abstract minimalism: Appeals to modern aesthetic
- Flower element: Adds flair and uniqueness
- Hard-edged typography: Elegant yet modern font choice
- Customized design: Creates exceptional brand identity
Brand Positioning: Premium Yet Accessible
The brand identity had to be sophisticated enough to position the brand as a premium brand but at the same time accessible enough to be considered affordable and for daily use. This presents a problem in terms of brand strategy since this requirement feels like the brand is straddling two opposing positioning angles.
But at the heart of the brand, we recognised core values that aligned perfectly with the target audience and this enabled Spellbrand to create a simple, elegant and understated identity development that connects with customers and creates a loyal following.
This positioning works because:
- Core values alignment: Connects with target audience values
- Simple elegance: Understated design appeals to both markets
- Premium perception: Sophisticated enough for premium positioning
- Accessible appeal: Affordable enough for daily use
- Customer connection: Creates loyal following
Results: A Brand That Bridges Two Markets
The brand identity we created for La Fame successfully positions them as a cosmetics brand that works in both European and Asian markets. The abstract swan logo design with its minimalistic aesthetic and elegant typography creates a sophisticated brand identity that is premium enough to compete with top local brands in Asia while remaining accessible enough for daily use.
Today, La Fame uses this brand identity to launch in the Asian market as an imported brand, positioning them as a London-based cosmetics brand that approaches beauty as an abstract idea, creating a simple, elegant, and understated identity that connects with customers and creates a loyal following in both European and Asian markets.
