Pelú: an identity for beauty with autonomy

Pelú works with hair, brows, make-up and well-being rituals for a young, relaxed clientele that likes to have fun with looks that come from their own personality. Instagram is the studio's main channel.

I built the identity around the studio's idea of beauty with autonomy: a loose, hand-made wordmark, an unexpected olive, chartreuse and pink palette, and patterns cut from the letterforms. Instagram templates let the team post on-brand without a designer. The system was lean enough that the owner later ran three brand iterations alone, with only my mentorship, to keep the look fresh.