Beauty centers and nail salons are meant to be places where women can relax, enhance their appearance, and boost their self-confidence. However, many Vietnamese nail salons in the U.S. often focus on quick manicures and pedicures instead of personalized services and high-quality results. Aiming to change this perception, Lamint, located in Wicker Park – one of Chicago’s trendiest neighborhoods, wants to redefine the Vietnamese salon experience in the U.S. by emphasizing quality over shortcuts. To achieve this vision, Lamint collaborates with Door Creative to develop a brand identity that truly reflects their mission.

To convey a premium, youthful and relaxed atmosphere, Door Creative created a logotype featuring a sans-serif font paired with a minty, feminine pastel color palette. The primary colors are dark teal and ice mint, with midnight forest and latte as the secondary colors. Typography is also a key aspect of Lamint’s identity; we utilize two fonts, the Libre Caslon Text indicates the elegance and the Lexend Zetta expresses the relaxing and youthful feelings while still keeping the high-quality standard, allowing Lamint to express the brand’s personality effectively, both with and without photography. The tapered shape serves as the main graphic element, adding a minimalistic and laid-back touch to the brand’s essence. This design approach is consistently applied to all brand touchpoints, including store design, signage, menu, business cards, and other marketing materials. Overall, this cohesive branding effectively captures the essence of Lamint’s identity.