2025
LEOARR
Introducing Leoarr: the pinnacle of luxury beauty.
Luxury Beauty
Brand Identity
Role
Brand Designer
Timeline
6 weeks
team
Creative Director & Intern Graphic Designer
platform
Adobe Photoshop, Illustrator
Overview
Léoarr is a luxury beauty startup built for the discerning consumer — one who demands both exceptional quality and ethical responsibility. The project involved developing a complete brand identity system, from voice and positioning to logo, color palette, typography, and visual guidelines.
The Brief
The challenge was to craft a brand identity that communicates opulence, confidence, and timeless elegance, while embedding sustainability at its core. The brand needed to feel as premium as the products it represents, without compromising on its values.
Brand Voice
Confident, inspiring, and soft. Léoarr communicates in a friendly and inviting tone while maintaining a sense of personal and premium touch — creating a strong emotional connection with its audience.
Color Palette
The palette is elegant and deliberately restrained. Blood Red (#8B0000) and Beige Cream (#EDE7C7) serve as the two primary colors, with Wine Red (#5B0202) and Dark Coffee (#200E01) used as rich accent tones. Together, they evoke luxury, warmth, and sophistication.
Typography
The brand uses a bespoke combination of Tan Pearl and Mignon for the wordmark, blending two distinctive typefaces into a unified, elegant mark. Hagrid is used for subheadings, adding structure while maintaining the brand's refined aesthetic.
Logo
The Léoarr logomark features a curvilinear infinity-inspired symbol topped with a star, reflecting the brand's core traits of curves, luxury, and a sense of the eternal. The logo system includes both light and dark versions for flexible application across touchpoints.
Sustainability Commitments
Léoarr treats sustainability not as a trend but as a brand value. Key commitments include eco-friendly and recycled materials, ethical manufacturing with fair labor standards, minimal and sustainable packaging, conscious timeless design, a carbon offsetting program, and a customer recycling initiative for used product packaging.
Brand Personality
Léoarr's personality is defined by four traits: curvy, luxurious, bold, and confident. The brand speaks directly to the individual, empowering customers to express their uniqueness through premium, thoughtfully crafted products.
Deliverables
Full brand guidelines including brand voice, about & mission, sustainability framework, logo usage rules, color palette, typography system, and product mockups.
