Waxing Lounge

The Waxing Lounge is an established Australian beauty salon that underwent a thoughtful rebrand to support growth and expansion beyond waxing services. The aim was to create a brand that feels modern, confident, and inclusive, while remaining warm, approachable, and timeless.

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The identity takes a structured yet soft approach, built around strong typography, intentional contrast, and a refined neutral palette. Deep olive tones act as a warm alternative to black, paired with soft creams and skin-inspired neutrals to create clarity without harshness. Typography plays a leading role, balancing bold modern serifs with clean sans-serif details to introduce character, movement, and hierarchy.

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Rather than relying on a single logo, the brand was developed as a flexible identity system. Primary and secondary logotypes are supported by submarks and a refined brand icon, allowing the brand to remain recognisable across signage, digital platforms, and social media. The system also allows for future growth through sub-brands such as Aesthetics at the Lounge.

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Imagery direction focuses on minimal, intimate compositions that highlight skin, texture, and light, reinforcing a calm, confident tone. The result is a cohesive, adaptable identity that positions The Waxing Lounge as a modern, unpretentious beauty destination — elevated, approachable, and designed to grow with the brand.