Black and white image of a woman with a large hat covering her eyes, with the text 'LETIH BEAUTY Body & Face' and a stylized logo of a female figure.

Overview

Timeline: April - August /23 - 04 months
My role: Graphic Designer

Where Inner Wellness Becomes Visible Beauty

Letih Beauty is more than a skincare studio — it’s a space where science meets self-care, and transformation begins from within. This project was especially meaningful as it marked my very first full rebrand, created for a passionate and dedicated aesthetician who pours love, study, and technique into every service she offers. Formerly operating under the name Leticia Martins Esthetic, the brand struggled with a generic and overly personal identity that didn’t reflect the exceptional quality of its services or the growth potential of the business.
Leticia came to me with a clear intention: to elevate her brand into something that felt refined, modern, and trustworthy — a brand that could grow with her and position her as a top-tier esthetician in her region. She didn’t want just a logo — she wanted to be seen as a professional, to have a name and image that felt aligned with the care, attention, and advanced techniques she brings to her work.

The result was Letih Beauty, a name derived from her own that now stands as a symbol of inner harmony, feminine elegance, and aesthetic wellness. The rebrand was rooted in emotional storytelling and visual harmony — a full identity transformation that included naming, brand strategy, logo design, typography system, color psychology, and usage guidelines.
Letih Beauty today reflects the journey of a woman entrepreneur who chose to invest in herself — and through design, was empowered to grow with confidence, clarity, and beauty.

Challenges

  • The original brand identity felt too personal and informal, limiting business growth and recognition.

  • The visual system lacked consistency across platforms.

  • Clients had trouble associating the brand with high-value, professional skincare treatments.

  • The brand name "Leticia Martins Esthetic" didn’t reflect the broader mission or aesthetic positioning.

Objectives

  • Rename and reposition the business with a name that felt modern, elegant, and timeless.

  • Build a full visual identity system with clear guidelines for application across digital and print platforms.

  • Create emotional resonance with the brand's core audience (mostly women seeking professional and holistic beauty care).

  • Increase client retention and attract new clientele through a polished, trustworthy image.

A beauty treatment room with a massage bed covered in white towels, a green accent wall with a backlit sign reading 'LETIH BEAUTY Body & Face', and a nearby magnifying lamp. The room also features a large leafy mural on the left and beige curtains on the right.
Logo for Leth Beauty featuring a minimalist white line drawing of a female figure inside a circle, with the brand name and description on a black background.

Logo

A color palette with four horizontal color swatches. The top swatch is a dark green labeled 'Verdant Essence,' HEX #154734. The second swatch is a muted medium green labeled 'Herbal Serenity,' HEX #446953. The third swatch is white labeled 'Pure Light,' HEX #F7F7F7. The bottom swatch is a dark charcoal black labeled 'Obsidian Grace,' HEX #282828.

Brand Color

Side-by-side images of women, each with the text 'You Deserve It!' and the logo 'Leth Beauty Body & Face' at the bottom.

Logo on Background

Collage of beauty salon branding images featuring the LEITH BEAUTY logo, which includes a line drawing of a woman's outline inside a circle, against various backgrounds such as green leaves, a woman's face, and skin care treatment scene.
Collage of branding materials for 'Leth Beauty' including a framed logo on a green wall, a woman wearing a T-shirt with the logo, a mug with the logo on a book, and a tote bag with the logo hanging on a chair.
Logo for Letih Beauty Body & Face featuring a purple outline drawing of a woman and orange text.

Logo Misuse

Business cards for Lethh Beauty, a body and face salon, arranged in a pattern with some cards showing the front and others showing the back. The cards feature minimalistic line art of a woman, the salon name, contact information, and owner details in black and white and dark green backgrounds.

Typography

Previous Case
A typography poster with black background featuring different fonts of the words 'Roboto Serif,' 'Raleway,' 'Poppins,' and 'Angela Davison' in various styles and sizes.
A brochure titled "Letih Beauty Body & Face" with a minimalist line drawing of a woman's body, lying on a flat surface, next to a pair of sunglasses, and a cup of coffee on a blue saucer.
A gift card and envelope on a wooden tray, alongside two closed white flowers and a white candle. A mug with a line drawing of a woman and the text "LETIH BEAUTY Body & Face" sits on a wooden surface with a green marble coaster.
A minimalist decor scene with a wooden table holding a white vase with dried flowers, a white ribbed planter, and a card with the LETH BEAUTY logo and text, flanked by a rattan chair and a white curtain in the background.
A collage of skincare and beauty treatment images with text about skin care products, body detox, skin care labels, and beauty tips.
Close-up of two women's faces, one with dark skin and the other with light skin, both showing clear, smooth skin. The dark-skinned woman has her eyes closed, and the light-skinned woman is touching her face with her finger near her eye. The text 'LETIH BEAUTY Body & Face' is overlaid on the image.
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