FABO
Re-branding of a premium cosmetics store
The project lasted 2 years. Everything from market research to website design and communication.
Let's start with the name and positioning.
Before the rebranding, the store was called Professional Care:
FABO
It's a statement name - an abbreviation of the word fabulous, but even more confident and clear.
It conveys exactly the associations that we wanted to put into the brand, without any additional words, and conveys the brand's positioning:
Emotional and confident
It’s about feeling your own fabulous with every look in the mirror, every touch on your skin, every unpacking of the magic FABO box.
All the brand’s customers are very different, but with FABO they feel like the most fabulous version of themselves.
Short and clear
It’s about a systematic approach to care, a categorical “no” to dozens of unnecessary jars and experiments with your skin, a confident “yes” to carefully selected and tested brands and products that are scrupulously selected for each request. This is how the updated brand positions itself.
Key message
Haters gonna love
It’s about a systematic approach to care, a categorical “no” to dozens of unnecessary jars and experiments with your skin, a confident “yes” to carefully selected and tested brands and products that are scrupulously selected for each request. This is how the updated brand positions itself.
Design strategy
The brand color-emotion is the color of fire, passion, and sunrise.
The FABO color is one of the main attributes of the brand’s identity. Once you see it, you start to notice this shade everywhere.
The FABO logo balances emotionally charged visuals.
The minimalist typeface with extended spacing stands firmly and even a little confidently on any format.
The logo on the background of the brand color is already enough to make a strong statement, but we didn’t stop there.
Font technique with word display
The inscriptions, like movie credits, appear in front of the viewer. This technique brings communication to life and creates its own magic around the brand.
Each subsequent word is executed in a bolder outline, and so on in a circle.
FABO aesthetics
Angles, lighting, toning, poses and facial expressions
This is all a very important part of FABO’s visual identity.
We carefully worked out the references and initial communication so that it would be easy for the brand team to create new visuals in the future.
Communication for brand relaunch
We filmed a series of materials telling about the rebranding and laying down the main associations with the new FABO.
