The brief was to revive Beauty Connections as a retail brand by being more engaging and captivating so that it’s more attractive to its target audience. Together with Studio ASAP, we came up with a brand refresh that is inspired by the vivid and fun world of arcades, because what is beauty if it isn’t fun? We introduced fresher and fun colour to the brand and arcades-inspired typography to complement it. Finding a sweet spot between simplicity - to ensure the brands still shine through, and liveness - to provide a fun experience for customers to shop with Beauty Connections.