Brown Sugar Rozelle

Brown Sugar is a tanning and waxing salon located in Rozelle, Sydney. The owner is well aware of the role hair and skin play in how we look, how we feel and also how we are perceived. Having this in mind she wanted to create a brand that represented a safe space for her clients. She knows how our society has normalized feeling ashamed for something as normal as having hair growing on our bodies and she wanted to use her brand to change that notion and turn waxing, tanning or getting our lashes done into a self-love and self-acceptance practice.

Project created under the creative direction of Digital Bloom. All the content displayed on this page is therefore of their intellectual property.
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The brand represents a safe environment, a place where everyone can feel like their most authentic and accepted selves. Warm colors and afternoon sunset vibes were chosen to go along with images of all kinds of people, hair, skin tones and textures.

For the graphic elements we played with a drop of wax as the main icon and expanded on the idea by adding curves and wavy forms as background details or patterns.