LUXE EYES

My very talented and beautiful girlfriend has just started her own business with include a variety of professional and high quality beauty treatments from eyelash extensions to hair threading and waxing.

When it comes to creative ideas and entrepreneurship we all love it and hate it at the same time (I know I do) and it can be hard to get it going, but Jade does not shy from giving it her all to do the best job she can.

From being a professional model she has these treatments done on the regular and knows all the ins and outs of what is and isn't a good job. After understanding how its done and fed up with mediocre quality that she's seen, she wanted to provide a better service herself to others. 

Coming up with a name is hard enough but we got that part sorted and on with the design work it came.

I do enjoy trying to incorporate the name into a pictorial logo as I think this looks more professional and can be used on multiple platforms, digital or printed. 

The first thing I thought of was the 'L' in calligraphic form and how the serifs are curled and folded over each other, this is where the eye and brow idea came from. I wanted to blend that idea with a brow and tail off lashes at the ends.

(I find the pencil sketch more striking than the black?)

Anyway.

The more I played around with the design against different backgrounds and inverting the logo worked alot better. Theres some elements of it I still don't like, I think it's the contrast of thicknesses in close proximity in the line work that throws it off. I think it needs to be smoother. 

(UNOFFICIAL RE DESIGN) below.

I still wanted the brow and lash element but the only thing I wanted it to do was to work with existing letters. For example the 'U' is the closed eye when you add the lashes and brow. I like both designs but both don't scream at me YES THATS IT! but its fun trying to get it right.