ROSELUX
PROGRAM: SHIFT®
PROJECT: BRAND REFRESH
SERVICES: STRATEGY • VISUAL IDENTITY
INDUSTRY: BEAUTY & WELLNESS
BASED IN: YORBA LINDA, CALIFORNIA
(01) INTRO
Roselux is a founder-led beauty brand shaped by care, creativity, and a refined point of view. As the business evolved, so did the need for a brand identity that could better reflect its new direction.
(02) THE OPPORTUNITY
Roselux had outgrown its original visual identity. The business was growing and expanding, but the brand identity no longer reflected that growth. The opportunity was to create a brand refresh that would elevate brand perception, strengthen visual consistency, and introduce a design system better aligned with where the brand was heading.
(03) CREATIVE STRATEGY
The strategy centered on balance: Elegance paired with softness, approachability paired with warmth, and luxury expressed with restraint. The goal was to create an identity that felt elevated and feminine, while still grounded in trust, intention, and the founder’s evolving creative vision.
(04) LOGO DEVELOPMENT
At the center of the refresh is a stylized rose-crown emblem designed to express beauty, renewal, and elegance in a single mark. Paired with updated typography, the new brand marks represent the new era for Roselux.
(05) LOGO SYSTEM
The identity was designed as a flexible system rather than a single mark. The logo needed to work across packaging, print, digital applications, and future brand extensions, creating consistency while allowing the business room to grow. The result is a visual foundation that feels cohesive, adaptable, and distinctly Roselux.
(06) VISUAL IDENTITY
The wider identity brings the brand to life through the use of color, shape, and visual language. A palette of blush, rose, and warm yellow, combined with floral references and organic textures, creates a world that feels curated. This refresh resulted in a stronger visual identity for the next stage of the brand. By refining the mark, expanding the visual system, and aligning the digital experience, the brand has a cohesive and elevated expression of its vision, equipped to grow with clarity and confidence.
READY TO GET STARTED WITH YOUR PROJECT?
DÜALITREË IS A CREATIVE STUDIO BASED IN SOCAL SPECIALIZING IN BRAND IDENTITY, ILLUSTRATION, AND BRAND STRATEGY.
