A calmer identity for a more refined experience.
Redesigning a dated beauty-clinic identity into a minimal, elegant, and consistent visual system aligned with its new interior.
Selin is a local beauty clinic in Iran. Its existing logo felt dated and did not communicate the calm, refined, and trustworthy character the business wanted to express.
With a new clinic space being prepared, the identity also needed to feel consistent with the interior and work across physical and digital touchpoints.
The new identity was designed to feel luxurious without becoming decorative or distant. Minimal layouts, soft forms, restrained colors, and generous space created a quieter and more contemporary brand presence.
Desired character: refined, calm, confident, minimal, and trustworthy.
The swan was the only conceptual element retained from the previous identity. It was redrawn and expanded into a more distinctive symbol by combining it with a leaf and the initial letter of the brand.
Pantone 7493
A muted natural green introducing freshness and reassurance.
Pantone 15-1331
A soft, warm tone selected to communicate delicacy and calm.
An English typeface with soft, refined forms supported the logo and reinforced the brand's modern, elegant character.
The identity was extended across stationery, gift cards, staff badges, and a flexible Instagram layout system. Its flat, minimal visual language was designed to remain consistent across both print and digital use.
The clinic later carried the identity into the physical environment through wall colors, staff clothing, badges, and the installed logo.
See Seline Clinic's final implementation on Instagram.
View Instagram ↗The redesigned identity was approved, produced, and implemented. It gave Selin a more coherent and recognizable presence and created a clear visual relationship between the brand and its new clinic space.