Margarita is a beauty and skincare sanctuary in Málaga, Spain, that needed a comprehensive visual identity to capture its philosophy of natural self-care. As Lead Brand Designer, I developed an organic branding system combining soft botanical motifs, earthy tones, and refined typography to create a memorable brand experience across both print and digital touchpoints.
- Melanie Anselmi
- 2023
- Málaga, Spain
Margarita Beauty & Wellness Center
Visual Identity & Branding
- Role: Lead Brand Designer
- Deliverables: Visual Identity System, Logo Design, Corporate Stationery, Appointment Cards, Custom Product Packaging, Service Menus & Flyers, Social Media Templates
- Tools: Illustrator, Photoshop, InDesign
About the project
1. The Challenge for Margarita Beauty & Wellness Center
Located in Málaga, Margarita offers personal care and aesthetic treatments centered around balance and personal wellness. The primary challenge was to design a comprehensive brand identity that would immediately communicate beauty, serenity, and professional care. The client needed a distinctive brand presence capable of setting her salon apart in a competitive local market while connecting emotionally with clients seeking a mindful self-care ritual.
2. Creative Process & Solution
Inspiration for the brand identity stems from the delicate resilience of the daisy (Margarita in Spanish), representing fresh beginnings and natural renewal. I designed an organic visual ecosystem built around a harmonious color palette featuring soft dusty peach hues, warm neutrals, and subtle sage green accents to evoke immediate calm. For the logotype, I paired a sophisticated serif font with clean sans-serif secondary typography, balancing elegance with modern clarity. Custom abstract and floral brand marks were created to add graphic versatility across all touchpoints.
3. Applications & Deliverables
To ensure a consistent brand narrative, I extended the visual language across every physical and digital interaction:
- Stationery & Tactile Touchpoints: Premium business and appointment cards designed to deliver a high-quality physical impression.
- Packaging Design: Custom product packaging crafted to reflect formula purity and clean aesthetics.
- Service Menus & Collateral: Elegantly structured service menus and promotional flyers designed for effortless readability.
- Digital Communication: Cohesive Instagram and Facebook templates for social media channels.
Impact & Results
The resulting brand identity elevated Margarita from a local beauty salon into a refined wellness brand. By aligning the visual experience with its core philosophy of natural beauty and balance, the brand established a strong market presence in Málaga, enhancing customer loyalty and turning every visit into a holistic brand experience.