All the design and marketing

tips you need to take your

business to the next level
Table of Contents

Chapter 1: Chapter 2: Chapter 3:

Visual elements of a Create an experience Beauty and wellness
great brand for your clients marketing

1.1. How to create a great visual identity 2.1. Beauty & Wellness 3.1. Flyers and brochures:
for your brand website design tips and design ideas
1.2. Best logo fonts 2.2. Interior design hacks 3.2. How to use social
1.3 Beauty and wellness logo inspiration media well

Learn how to make Build long-standing client From traditional print

a visual identity that relationships by making sure materials to new ways
represents your brand everything from booking of using social media,
promise and helps you their first appointment to the learn how to market your
stand out from the rest. end of it runs smooth. beauty or wellness brand.
 Introduction
The beauty and wellness
industry includes a lot of
different businesses, from
local barbershops to huge spa
centers. However, all of these
businesses need very effective
branding and marketing to
attract customers. There are
two main reasons for this: brand
loyalty and competition.
According to one study, over
80% of respondents from
different generations (boomers,
gen X, millennials and gen Z)
have said they are very loyal to
health and beauty brands1.That
means that investing time and
money into building a strong
brand can eventually help you
retain customers and grow your
business continuously.
2 Beauty & Wellness Businesst Guide
On the other hand, competition
in the industry is by no means
sparse. In the period between
2015 and 2017, the wellness
industry grew by 6.4% annually,
which is twice as fast as the
global economic growth.2
Of course, the covid-19
pandemic has slowed down
this process somewhat,
although there is evidence
that the industry has made
remarkable efforts to adapt
to the situation (e.g. more
businesses started focusing on
alternative offers such as virtual
fitness training and mental
wellbeing).
In this guide, we’re sharing
some design and marketing tips
and best practices that will help
you take your business to the
next level!
 Chapter 1:

Visual elements of
great brand

A well-designed logo is the face

of your brand. Creating a long-
standing relationship with your
clients will require a memorable
brand mark that can be used for
different purposes and constantly
remind clients what it is they love
about your service.

3 Beauty & Wellness Businesst Guide

1.1. How to create a great visual identity for your brand

Being trendy is great, but not

at the expense of originality
or a look that doesn’t match
your brand identity. Before you
start researching what your
competitors are doing, make
sure that you’re absolutely clear
on what your brand stands for
and what makes it unique.

You should also bear in mind

your target audience: what are
the necessary expectations
your look needs to meet, and
where can you afford to be
different and stand out from the
crowd.

Here are some key aspects of

developing your visual identity,
with a few examples to learn
from.

4 Beauty & Wellness Businesst Guide

Logo

In the beauty and wellness
industry, you might need a logo
suitable for a variety of uses
such as the usual marketing
collateral, but also custom
packaging and branded merch.
Investing in great logo design
will help you build brand
recognition and create brand
loyalty.
colors or touches of gold and
silver for a more luxurious
look. This is perfectly fine if
it represents your core offer
adequately.
On the other hand, some
businesses want to stress that
they provide an affordable together with a crisp wordmark
service to those wanting to be and used the color red to give
pampered on a budget. One the logo a more casual and
such example is a logo created playful look.
for a ManyPixels client. The
designer incorporated several
key pieces of a makeup kit,

Pictographic logos are very

popular in this industry,
since they can help you
communicate more effectively
what your business does
(massage, spa, hair and makeup
etc.). Of course, there are many
ways to do it.

For example, we’re used to

seeing many beauty and
wellness brands use pastel

5 Beauty & Wellness Businesst Guide

Another example is this
cute illustration, for a beauty
therapist. The simple illustration
matches our clients’ brief for
a modern and feminine look.
A fun illustration of your logo
mascot, your staff, or even
yourself if you run a small
beauty salon can be a great
way to visually connect with
your clients and establish a
strong bond. A logo like this
one can be used for cute
giveaways like stickers and
badges, which will help turn
regular customers into your
brand ambassadors!

6 Beauty & Wellness Businesst Guide

Color scheme

Choosing a color scheme is incredibly important, since it will

define the look and feel of your brand. You can always create
different color versions of your logo, so long as these are colors
found in your brand guide.

A great example from the web is Forena Spa3 in Canada. This spa
center recreates the experience of Icelandic spas, with thermal
baths and specialized massage therapies. For this reason, the
design studio behind this spa brand project opted for a darker,
earthy color palette. The elegant and simple logo is inspired by
contrasts (hot-cold; empty-refueled), which is visible in the custom
font, with stark line widths.

byHAUS Studio and Josiane Cossette4

7 Beauty & Wellness Businesst Guide

An example from our own
portfolio is this mood board
mockup created for a candle
brand called Sovereign. Our
client specified that the brand
identity should be bold,
feminine and premium, with
a spiritual aesthetic. So the
designer went with this unique
color palette combining purple
(spirituality), gold (luxury) and
pink (femininity).

In addition to the colors, the

designer also included symbols
and patterns that can be used
in different branding assets,
such as social media posts or
business cards.

8 Beauty & Wellness Businesst Guide

Social media assets

Creating a logo and website media mockups. Combining

is a one-off design project (or illustrations, photos and different
at least until you decide to typefaces the the visuals look
rebrand). But regular content fresh and dynamic, but paint a
for social media is another area coherent brand image.
in which you need to develop
a strong visual identity, whilst
keeping your posts interesting,
engaging and fresh.

A great way to keep your

head in the game is to get a
designer on board to create a
social media kit: post templates
that you can use, resume and
modify as you go. This example
belongs to one of our clients,
Noir Leaf, a company that sells
cannabidiol-based health and
beauty products. Going from
the brand’s key values (calming,
soft, feminine and healing) our
designer created these social

9 Beauty & Wellness Businesst Guide

1.2 Best fonts for beauty logos

Most logos will include some

lettering, and if not, you will
still need to explore good
typography that you can use
to represent your business
elsewhere. Here’s our selection
of some of the best fonts to use
in your business branding.
Font Fabric7 Lost Type8

Retro barbershop fonts

Barbershops have become well

known for their retro aesthetic:
from traditional barber poles
to hair stylists with hipster
handlebar mustaches. Here are
some great fonts to match this
type of aesthetic. Here are a
few great fonts that will please
any nostalgic or hipster.
Creative Market9 Creative Market10

10 Beauty & Wellness Businesst Guide

Exotic fonts for massage
centers

Several massage therapy and

spa treatment techniques Dafont11 Dafont12
originate from Asia or even
ancient Greek and Roman
times. So if you want to
highlight this in your branding,
one of the following exciting
typefaces could certainly help.

Dafont13 Dafont14

11 Beauty & Wellness Businesst Guide

Delicate and decorative
beauty fonts
Dafont15 Dafont17

Script typography has a

huge place in the beauty and
wellness industry. Of course,
we’re mostly used to seeing
very romantic and feminine
designs, but remember that by
combining different types of
fonts you can create a brand
image that’s just right.

Dafont16

12 Beauty & Wellness Businesst Guide

1.3. Best beauty logo ideas
Of course, the perfect logo
design will depend on the
types of services you provide,
as well as your core brand
promise.
Luckily, there are tons of
awesome logo designs you
can check out that can help
you decide on what kind of
logo you’d like to have for your
business.
13
Spa logos
Although we’re all learning how
important self-care is, a spa day
is still considered somewhat
of a luxury. It’s no surprise then
that businesses like day spas
and beauty salons have some
truly wonderful examples Olga18 Marta Bula20
of logo design. If you want
people to pay for a premium
service, you need to convince
them off the bat that it’s worth
the money!
Unlike other specialized
wellness businesses, spa
centers offer a range
of services. So to avoid
excluding any in your brand
representation, a classy and Andrea Maxwell19 Ana Logo21
modern wordmark is a perfect
choice for any spa.
Beauty & Wellness Businesst Guide
Gym and fitness logos
Luis Costa and Improve Creative Studio22 Juan David Pardo23
From classic dumbbell logos
to exciting typography, a
good gym logo is all about
representing your brand’s
approach to fitness. If you focus
on strength and bodybuilding,
then dumbbells and muscular
figures are the way to go. On
the other hand, if you have a
more holistic approach, nice
yoga pose logos or abstract Daniel Ciriteln24 Stefan Vincent25

shapes are more appropriate.

Here are a few examples to

inspire you!

Evelina Design Aesthetics25 Darya Shirokova27

14 Beauty & Wellness Businesst Guide

Massage center Logos
There are many different
massage techniques, from
Swedish to Thai massage.
However, the end-goal is
usually similar: relaxation,
serenity, a healthier body and
mind.
15
Many massage therapy logos
use soothing pastel colors
and images that evoke such
feelings. Some common
images used in this field are
hands, lotus flowers, and
shapes representing the human
body.
Damian Orellana28 Angie Mathot29
Kaiko Oliveira30
Beauty & Wellness Businesst Guide
Hairstylist and barbershop
logos

The salon is not just a place

where customers come and
go. A good hairdo is just half
the job—excellent rapport with
the hairstylist and top-notch
customer service make up
the other. You want the client
to feel comfortable at your Helena Olson31 Ilya Gorchaniuk32 Lucian Radu33
establishment so that they will
keep coming back.

A hair salon logo ought to be

not only beautiful but also
simple enough that it can be
replicated in a variety of sizes
and on multiple surfaces. Think
business cards, hair salon
menus, storefront signage and
social media; you need a logo
that will work equally well
across all uses! A simple symbol
like scissors or a razor blade Matheus de Oliveira34 Juan Rodriguez Cuberes35
for barbershops can be both
good-looking and versatile.

16 Beauty & Wellness Businesst Guide

 Chapter 2:

Create the perfect

experience for your
clients

In the services industry, a great

brand is so much more than its
visual identity. You might need a
great look to attract customers in
the first place, but getting them
to actually try your offer and,
more importantly, keep coming
back, depends on the overall
experience you provide.

Here are some tips on how to nail

this part in running a beauty and
wellness business!

17 Beauty & Wellness Businesst Guide

2.1. Tips for great website design

Studies show that around 75%

of people judge a company’s
credibility based on web
design. In other words, the risk
is simply too high to disregard
the importance of this form of
online marketing.

You might opt for a DIY

approach, seek the help of
a freelancer or hire a design
agency, depending on your
needs. Whatever your choice,
here are some important tips
for creating a good website
experience.

18 Beauty & Wellness Businesst Guide

Relay all the key information

It might sound simple, but you’d guests know exactly where

be surprised how many people to look and find in-depth
tend to compromise accessibility information about each type of
over design gimmicks. Naturally, treatment.
your website needs to look good.
But if customers aren’t sure from
the get-go that they can get the
type of service they’re after, they On the other hand, if you want
will leave your website (several something a little more modern,
studies suggest that you only check out the website design
have 0.005 seconds to make a of the nail salon Ama. Its quirky
strong first impression on your collage is definitely not the most
website!). comfortable website layout for
an older audience. But millennials
Here’s a good example to
and gen Z will certainly
learn from. Spavia Day Spa
appreciate the impeccable brand
has a well-designed website
image this website achieves.
that instantly helps potential
From their beautiful logotype to
customers find the perfect
the inspiring story of the business
treatment. With a simple menu
owner—this website is designed
with each type of service
to inspire customer loyalty.
(from regular skincare to the
fun-sounding “spalebrations”),

19 Beauty & Wellness Businesst Guide

A practical and aesthetic
interior design
The look and layout of your
premises is another critical
aspect of your customers’
experience. Say you’re running
a busy hair salon, and in the
interest of more productivity
and more profit, you had
several barber chairs placed
closely together. You can see
how this might have a negative
impact on clients who value
their privacy, and all those
concerned about covid-19
precautions.
concerns hipster barbershops.
You’ll see a lot of businesses
sporting the odd retro detail,
but few really go the extra mile
to provide their customers
with a total “time capsule”
experience. This incredibly cool
1950s-inspired interior belongs
to Victory Barbers barbershop in
Canada. From the wood furniture,
subway tiles to the retro signage,
each little interior design detail is
meant to evoke a certain feeling
and create a memorable brand
image.

Generally speaking, in this

industry interior design needs
to be clean, airy and calming.
Using earthy tones, natural
materials and adding plants is a
good way to achieve this, while
a good layout will provide
guests with space and serenity
they might want.

On the other hand, another

popular type of interior design

20 Beauty & Wellness Businesst Guide

 Chapter 3:

Beauty and
wellness marketing

Finally, it’s time to learn a little

more about promoting your
businesses. Aside from your
website, there are a few channels
which are critical for beauty and
wellness brands. We’ll look into
each one in more detail.

21 Beauty & Wellness Businesst Guide

3.1. Print materials

Even though it is the era of

digital marketing and social
media, handouts prove to be
an effective marketing tool,
especially in the hospitality and
wellness industry . Whether you
want your flyers and brochures
to quickly relay your offer to
potential customers or opt for
a creative and unusual design
that will prompt them to learn
more about your business,
you should definitely consider
honing the power of great
graphic design to create this
type of promotional materials.

22 Beauty & Wellness Businesst Guide

Instead of the usual magazine,
tri-fold, or bi-fold style of a
brochure, this spa business
went with an unusual and
foldable layout, that includes
the brand colors and lavish
embossed gold lettering.
Rather than promoting the
services themselves, this
brochure tells the customer
why they deserve a nice
treatment and creates a sense
of urgency to visit. And thanks
to an unusual design, it prompts
people to learn more about
the business instead of just
throwing the brochure away.

Creative Punch41

23 Beauty & Wellness Businesst Guide

This amazing design that almost
looks like a rave party flyer
was actually created for the
rebranding of an old hair salon
in Rome. The modern design
makes for a great hairstylist
flyer since it suggests that in
this establishment you’re going
to get a very hip hairdo. It also
has a great and useful layout:
the front page is colorful and
captures people’s attention
and the backside provides a
comprehensive price list which
also gives potential customers
an idea of what you do.

Dario Petrilli42

24 Beauty & Wellness Businesst Guide

For a more classic example,
check out this massage parlor
brochure. It offers information
about the benefits of massage,
location, links to social media,
reservation information, as well
as etiquette and rules upon
visiting the massage salon.

Using elegant toned-down

golden shades combined with
white and gray, the graphic
designer created a stylish bi-
fold massage brochure filled
with simple text and photos of
the facility.

Dusan Vladisavljevic43

25 Beauty & Wellness Businesst Guide

3.2 Social media

It might seem like kind of a it doesn’t really tell clients who

redundant tip, but it’s not bad you are.
to reflect on just how big social
Try to be genuine, but still
media marketing is at the
use high-quality photos if
moment. In 2019, 45% of the
you can (basic skills in photo
world’s population was on social
manipulation software like
media. Deduct the ones who
Photoshop might come in handy
are too young and too old, and
here). Spring Spa has a gorgeous
you’ll see that almost all of your
Instagram feed, effortlessly
potential customers are using
combining different types of
social media.
posts. From their custom beauty
Instagram is probably the products, an image of the spa
most effective channel to business founder as well as
use for beauty and wellness photos of staff, wearing masks as
businesses, thanks to its a coronavirus precaution.
aesthetic appeal. Make sure
that you produce content
regularly, but of course, avoid
using generic stock photos,
or something your target
audience has seen a thousand
times before: yes a picture of
a scented candle is pretty, but

26 Beauty & Wellness Businesst Guide

Another social media trend
you should definitely have
in mind is the importance of
niche markets and partnering
with influencers. Influencer
Marketing Hub suggests
that 63% of marketers plan
to increase their influencer
marketing budget, meaning
that this type of digital
marketing is bound to become
even bigger in the coming
years.
Partnering with a super
established social media
influencer might be costly,
but even a micro-influencer
can be a tremendous boost
for your brand recognition if
they attract the right target
audience. In fact, micro-
influencers have 20% higher
conversion rates than other
types of influencers, since
their small group of followers
really trusts their opinions and
recommendations.
27
A success story to inspire you is
a beauty startup called Glossier.
Instead of paying thousands of
dollars to established names, the
brand founder had a vision to
“treat everyone like influencers”.
Four years after their launch, in
2019, the company had over 500
brand ambassadors who weren’t
employees and raised nearly $90
million in venture funding.
This approach is also evident in
their social media. They share
posts from their customers,
even if it’s a simple funny tweet
that doesn’t have the usual
aesthetic quality of marketing
materials we see in the spa
industry. In their own posts,
they retain a strong brand
aesthetic, but also focus on
celebrating diversity and their
consumers.
Beauty & Wellness Businesst Guide
A more famous example is
Sephora’s marketing campaign,
Sephora Squad. In 2019, the
brand created an affiliated
program that invited Instagram
influencers (without any
restrictions on how many
followers you have to have)
to apply and become their
brand ambassadors. This was
a great effort from the brand
to go beyond quantitative
metrics, and showcase
people with unique stories
and backgrounds, making
their brand image more
inclusive, diverse, and therefore
appealing. Fast Company50

28 Beauty & Wellness Businesst Guide

Conclusion

The previous year faced beauty and wellness businesses with

some great challenges. And yet, as the importance of self-care and
wellbeing becomes more prominent in the public discourse, an
opportunity arises for gyms, salons and spas to be more inventive
and original in their branding efforts.

Some key takeaways you ought to remember are:

• Be ready to adapt: it could lead to long-term success.

• Be clear on your offer: no matter how intricate or simple,

people need to know what services you provide.

• Get personal: whether it’s with a unique aesthetic or connecting

on social media, cater effectively to a smaller target audience

29 Beauty & Wellness Businesst Guide

 Let’s design together

Now that you’ve learned the ins and outs of spa and wellness
branding and marketing and got some inspiration, let us help you
make the most memorable and distinctive logos, brand guides and
packaging.

Work with our team of 30+ high-quality designers to create an

unlimited number of all sorts of graphics you need. Welcome to
the ManyPixels family!

Schedule a demo

30 Beauty & Wellness Businesst Guide

References
1. Statista, 2021, https://bit.ly/3rklFo8
2. Global Wellness Institute, https://bit.ly/3ec7AoU
3. Förena Cité, https://www.forena.ca/
4. byHAUS Studio and Josiane Cossette, November 2018, https://www.behance.net/gal-
lery/72892143/Foerena-spa-identity
5. Noir Leaf, https://thenoirleaf.com/
6. Lash Primp, https://lashprimp.com/
7. Zing Rust, Font Fabric, https://www.fontfabric.com/fonts/zing-rust/
8. Ranger, Lost Type, http://www.losttype.com/font/?name=ranger
9. Hustlers, Creative Market, https://creativemarket.com/spencerandsons/9770-Hus-
tlers-Clean-Rough
10. Rumble Brave, Creative Market, https://creativemarket.com/alitdesign/2084098-Rum-
ble-Brave-Typeface
11. Mahaputra, Dafont, https://www.dafont.com/mahaputra.font
12. Sketsa Ramadhan, Dafont, https://www.dafont.com/sketsa-ramadhan.font
13. Stein Antik, Dafont, https://www.dafont.com/steinantik.font
14. Erotique, Dafont, https://www.dafont.com/erotique.font
15. Grand Amoura, Dafont https://www.dafont.com/grand-amoura.font
16. Birds of Paradise, Dafont https://www.dafont.com/birds-of-paradise.font
17. Coneria Script,Dafont, https://www.dafont.com/coneria-script.font
18. Olga, Camelia, Dribble, https://dribbble.com/shots/6870349-Camellia
19. Andrea Maxwell, Salt Sweat Typography, Dribbble, https://dribbble.com/
shots/14683875-Salt-Sweat-Typographic-Logo
31
20. Marta Bula,Behance, August 2019, https://www.behance.net/gallery/84059271/Hedon-
ic-Spa
21. Ana Logo, 99 Designs, https://99designs.com/profiles/1526649/designs/831643
22. Luis Costa and Improve Creative Studio, Behance, March 2015, https://www.behance.net/
gallery/24849303/Filipa-Goncalves-Personal-Trainer
23. Juan David Pardo, Behance, January 2018, https://www.behance.net/gallery/60403911/
SmashBrand-Identity
24. Daniel Ciritel, Behance, August 2019, https://www.behance.net/gallery/84630591/GRIT
25. Stefan VIncent, April 2019, https://www.behance.net/gallery/64211021/The-Moving-Point
26. Evelina Design Aesthetics, Behance, September 2019, https://www.behance.net/gal-
lery/85125491/Plena
27. Darya Shirokova, Behance, September 2020, https://www.behance.net/gallery/104117239/
Logo-pomegranate-yoga-studio
28. Damian Orellana, Knead Massage, Dribbble, https://dribbble.com/shots/6607731-Knead-
Massage-Practice-Part-I
29. Angie Mathot, Dribbble, https://dribbble.com/shots/6457074-Brand-identity-Logo-creation-
O-Massam
30. Kaiko Oliveira, Behance, December 2019, https://www.behance.net/gallery/88849987/
Matheus-Cruz-Visual-Brand
31. Helena Olson, Smooth Hair Studio, Dribbble, https://dribbble.com/shots/4204139-Smooth-
Hair-Studio-Final
32. Ilya Gorchaniuk, Legend, Dribbble, https://dribbble.com/shots/10828892-Legend-sketch
33. Lucian Radu, Woman logo, Dribbble, https://dribbble.com/shots/11371408-Woman-logo/
34. Matheus de Oliveira, Behance, May 2019, https://www.behance.net/gallery/80982861/
Cabral-Barbearia-Branding
35. Juan Rodriguez Cuberes, Behance, May 2020, https://www.behance.net/gallery/97348591/
Black-Rabbit
Beauty & Wellness Businesst Guide
References
36. Blue Corona Marketing, November 2019, https://bit.ly/3c7FVD5

37. Spavia Day Spa, https://spaviadayspa.com/

38. Ama, https://amathesalon.com/

39. Victory Barbers, https://www.victorybarbers.com/

40. Helen Henrichs, Bentley University, https://bit.ly/30iktWi

41. Creative Punch, Behance, March 2016, https://www.behance.net/gallery/35326675/Vivaly-Wellbeing-Resort

42. Dario Petrilli, July 2018, https://www.behance.net/gallery/67440833/Petrilli-Parrucchieri

43. Dusan Vladisavljevic, The Curve Hotel Brochure, https://www.thecurvehotel.qa/files/skinsation-brochure.pdf

44. Maryam Moshin, Oberlo, August 2020, https://bit.ly/3ecmbAE

45. Spring Spa, https://www.springspa.com/

46. Influencer Marketing, February 2021, https://bit.ly/3ehVlaF

47. Shane Barker, Marketing & Growth Hacking, May 2018, https://bit.ly/3qh65bl

48. Glossier, https://www.glossier.com/

49. Gaby del Valle, Vox, January 2019, https://bit.ly/3sRuqGt

50. Elizabeth Segran, Fast Company, March 2019, https://bit.ly/3c1t1Xf

32 Beauty & Wellness Businesst Guide

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