AELA Lash is a new Australian beauty brand bringing salon-quality lashes into the comfort of your own home. Specialising in luxury DIY lash clusters, AELA aims to make beautiful lashes effortless, accessible and achievable without the need for regular salon appointments.
The brief was to create a sophisticated and modern brand identity that reflected AELA's focus on effortless beauty, luxury and artistry. As a new business entering a competitive beauty market, the brand needed a distinctive visual identity that felt premium yet approachable, with the flexibility to grow across digital, print and future retail applications.
The new identity centres around a refined, custom wordmark, with subtle lash-inspired details incorporated into the letterforms. A carefully selected palette of soft blush, champagne and deep noir tones creates a feminine yet confident aesthetic, complemented by elegant typography and delicate graphic elements inspired by the movement of lashes.
The project extended beyond the logo to create a cohesive visual identity across business cards, thank-you cards, social media assets and website imagery. The result is a modern, understated luxury brand designed to create a consistent and recognisable experience across every customer touchpoint.
Design Role
Brand strategy, brand identity, art direction, brand styleguide, print collateral & website imagery.
Website
aelalash.com
Instagram
@aela.lash