Dr Faes: possible beauty
Branding project for Dr. Faes, a plastic surgery clinic that seeks 'possible beauty' by offering ethical and professional voice for every client, acting as a guide for conscious choices on their bodies. Looking at Venus and Afrodite, both beauty symbols, they had completely different representations of bodies according to the cultural components of each period of time in history. With this foundation, we found 3 main values: flexibility (fluidity with the body's expression), power (just like Venus, a transgressor of her time, the brand has it's strength and uniqueness) and neutrality (the balance of conscious choices, reliability and security are essential). The outcome involved a strong choice of typography for the logo, with some adjustments and a new creation for the letter 'f', serving as a strong middle point, sharp but soft.