I believe that strategy and branding can change not only a company's image, but also its very way of thinking – making a business more conscious, stronger, and more connected to people. Alexander Magidson, founder of Brand Brothers
Archetype is a beauty salon that doesn't change
A permanent makeup studio in Minsk approached us with plans to scale and launch a network. Their current brand didn't reflect the studio's philosophy, values, or quality of work, so the client needed a strategy, positioning, naming, and identity that would lay the foundation for future growth and help build recognition and trust.
Бренд-платформа, Нейминг, Позиционирование, Разработка логотипа, Разработка фирменного стиля, Дизайн презентации, Стратегия, Айдентика
2025
STRATEGY. We began by researching client needs and understanding the role of permanent makeup today. People don't come for radical changes—they want to look better while preserving their natural beauty and individuality. This insight became the foundation of our strategy: the studio doesn't "remake" appearances, but rather reveals a person's natural beauty. We defined our brand direction: harmonious enhancement based on an understanding of the client's features, characteristics, and character. Our strategy is built on respect for human nature. This isn't "permanent makeup," but an art form in which technique combines attention, empathy, and understanding.
POSITIONING. We defined our positioning as: "A permanent makeup studio where art meets naturalness." Our core value is professionalism, based on a keen understanding of the face, anatomy, and subtle tones and nuances that enhance a person without altering their essence.
NAMING The name Archetype was born from the idea of the prototype – the natural form, structure and harmony that are inherent in every person by nature.
