Since the name of the business was already established – Philosophy of Beauty – it was decided to play on the symbolic aspect of the brand. The Lotus Flower is associated with purity and beauty, hence the simple illustration of flower and simplicity throughout the design. I wanted to create timeless appeal for the brand, without being too feminine. I’ve added a colour contrast between classic blacks and pale pinks. The branding package included: logotype design, website development, brand new stationary and forms, outdoor signage, gift certificates, poster, as well as establishment of social media presence across various platforms.