Cosmos
Branding identity

This is how we branded the first coworking beauty complex

Industry
- Lifestyle
Services
- Branding

Challenge

Cosmos was created by an entrepreneur who made the shift from the high-tech world to the wellness and beauty world. The new perspective she brought with her allowed her to identify a real need – the hardship that accompanies starting and maintaining a private clinic, which often prevents professional women in the beauty industry from growing their business. That understanding led to the establishment of the first coworking beauty complex at the heart of Sheinkin Street, in a space designed by a leading architect and containing the most innovative equipment of the highest standard. The complex offers flexibility and financial and operational security, enabling beauticians to grow together as a community.
Problem

Cosmos brings the coworking space concept to the world of beauty and wellness. The novel concept warranted novel positioning. During the strategic process we realized the brand needed to connect to two audiences. We built a brand language of business empowerment, professional leadership and a strong support system for beauticians, and also a message conveying a high-standard lifestyle that elevates the prestige and desirability among both beauticians and their customers.

The Name and Tagline

The name selected for the project, Cosmos, reflects something that is much greater than cosmetology. Cosmos is an entire world built around the success of the beautician and allows her to upgrade her image, knowhow, and business. The beauty professional leaves her place of residence to arrive at a desirable clinic at the heart of Tel Aviv, enabling her to expand her customer base. The tagline – “Urban wellness spaces”, conveys the essence and the innovation of the brand to the end consumers, and projects sex appeal and sophistication.

The Name and Tagline

The name selected for the project, Cosmos, reflects something that is much greater than cosmetology. Cosmos is an entire world built around the success of the beautician and allows her to upgrade her image, knowhow, and business. The beauty professional leaves her place of residence to arrive at a desirable clinic at the heart of Tel Aviv, enabling her to expand her customer base. The tagline – “Urban wellness spaces”, conveys the essence and the innovation of the brand to the end consumers, and projects sex appeal and sophistication.

The Design Language

Under the promise of “Your space for success”, we built a language that conveys the upscale experience of the brand across all interfaces, using different tools – a color palette that corresponds with the spa and wellness worlds, lifestyle images inspired by magazines and more.

The Design Language

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