How to transform a brazilian dream into an american beauty reference?

In a competitive and dynamic market, few brands manage to stand out for their authenticity. Among countless waxing studios that promise quick results, a unique concept has emerged: Bitter Sweet. With deep Brazilian roots and a heart that beats strongly in the United States, Bitter Sweet goes beyond skin care; it is a space that promotes confidence, self-esteem, and celebrates the diversity of each client.

Where beauty transforms into confidence.

The visual concept of Bitter Sweet has been carefully crafted to reflect the brand’s core values. Every visual element conveys a commitment to creating transformative experiences, while the sophisticated and welcoming design ensures that the studio remains relevant and engaging for everyone, regardless of gender. In this way, we establish an ongoing dialogue with our clients, celebrating the diversity and authenticity of each individual.

The logo is the visual essence that translates the soul of Bitter Sweet.

The logo was developed to symbolize the union between care, trust, and diversity. Inspired by the softness and precision of waxing techniques, the logo combines organic shapes and fluid lines that connect harmoniously, representing a sense of warmth and comfort for all clients, whether men or women. The symbol featuring four leaves, arranged organically, represents transformation and renewal — conveying the idea of balance, beauty, and the unique experience that the studio provides.

The typography was carefully crafted with a combination of modern lines and curved shapes, conveying sophistication and approachability. The design balances a contemporary style with a welcoming touch, highlighting the warm and accessible personality of Bitter Sweet. These elements ensure a cohesive and versatile visual identity, capable of adapting to different contexts and formats without losing its essence of sophistication and authenticity.