For Lashed Out MTL, I created a full visual identity and website that feels high-end but never out of reach—sleek, stylish, and playfully confident. The custom logo set the foundation: a minimalist wordmark with subtle, intentional quirks that add personality without overcomplicating. It's clean and timeless, yet distinct enough to anchor the brand across all touchpoints. From there, I designed a website that keeps things light and modern, using spacious layouts, black-and-white contrast, and expressive typography to guide the user experience. Built to reflect the youthful, beauty-savvy clientele, the site feels polished but never sterile. To soften the luxe aesthetic, I introduced a hand-drawn mascot that brings a touch of warmth and fun to the brand—especially on social and digital platforms. Altogether, the branding balances sophistication with a sense of ease. It’s beauty branding done with restraint, clarity, and a little wink.
