Wilder + Free Beauty Company
Brand Identity
Brand Strategy
Creative Direction
Iconography
Wilder + Free Beauty Company is a multi-location salon and spa specializing in hair care, skin care, and makeup, with an emerging e-commerce store and in-house certified beauty school. The new beauty company needed an identity and brand voice capable of connecting those expanding offerings while establishing a clear point of view for the brand.
I developed the brand identity and creative direction, establishing a visual language through a rich natural palette, expressive typography, custom iconography, and layered graphic elements. I designed the system to flex across the company's salon, retail, and education offerings while maintaining a recognizable connection between each experience.
The identity gives Wilder + Free a scalable framework for developing its brand across multiple business channels, from the salon and spa experience to retail and beauty education.
Brand development is ongoing, with the identity continuing to expand across the company's salon, retail, and education experiences.
