HAZEL + BECK
Identity System & Collateral
SCOPE
Logo System
Typography & Color
Brand Guidelines
Layout & Social Templates
Copywriting
Messaging & Voice
Mindee was brought on to create Hazel + Beck’s visual identity and brand system from the ground up. Ainslie had clear ideal of the feel she wanted, but didn’t know where to go with it. Through a series of planning meetings and playing with a few different concepts, the final work reflects the owner of Hazel + Beck’s personal ethos as well as the values she instills in her business practices. A little bit modern, a little bit earthy, and all the way dialed, this identity system will enable Ainslie to grow Hazel + Beck for years to come.
Keep reading for more detail on the logo and identity development, or skip right to the gallery of these designs in action.
THE LOGO
The logo features a topographic motif with geometric shapes invoking concepts of sacred geometry in a stylized way. The placement of the triangles gives nod to the mountains as well as the trees the grow in them. The image of the water meeting the horizon is both iconic as well as anonymous, paying homage to the element of water. The stylized and deconstructed hexagon creates a border as well as warmth with the contrasting goldenrod color. While a complex design, the elements of each component are strong and simple which creates an icon logo for a lasting impression.
Derived from Ainslie’s connection to the Sierra Nevada Mountains where she grew up, this logo reflects her connection to the natural world. Spending most all of her free time outdoors, her connection to the sacred Sierra Nevada Mountains is deep. Her respect for the natural world is one that ties directly into her business ethics. Offering only organic products and treatments, Hazel + Beck ensures both your body as well as the planet are treated well. High style, trend-forward designs, proven techniques and a space that makes you feel like you have been transported to a day spa.
