Sonia Makeup is a women-led, holistic beauty brand based in Ireland that orients towards embracing natural beauty, highlighting radiance and bringing out the best in people, both aesthetically and spiritually.
Sonia wanted her brand identity to embody a mixture of professional luxury with an uplifting bohemian twist.
STRATEGIC ANALYSIS
ARCHETYPE
The Sage is wise and knowledgeable. These brands position themselves as authorities in their field, offering valuable insights and guidance to customers. They prioritise enlightenment and self-improvement, aiming to empower others with wisdom.
MISSION
To change the makeup game by encouraging clients to feel “Free in your own skin” by creating a compassionate and soulful experience from start to finish.
AUDIENCE
Women who don’t resonate with the need to cover up their features in order to meet a standard of beauty, but would rather be taught how to embrace their natural features during their self care practices.
BRAND VOICE
Sonia Makeup is a soft, luxurious, compassionate and optimistic brand that evokes a sense of both unity and inclusivity whilst remaining a trustworthy leader and mentor within their field.
PRIMARY
SECONDARY
BRANDMARK
BONE
#FFEFE9
EARTH
#AA9C87
DUSK
#513B28
PEACH
#CC7150
GLOW
#C28B3C
OLIVE
#7A8226
HEART
#F1B1FF
Whilst staying true to the traditional and warm colour palettes of the makeup and beauty industry with Peach and Bone, introducing natural and earthy tones such as Olive, Dusk and Earth emphasises the brand’s mission of orbiting around natural beauty and holistic treatments. The introduction of Gold is a nod towards the end goal of radiance in her clients, while the electrifying Heart is added to create a uniqueness and memorability in the brand, enhancing its optimistic voice.
NATURE
RADIANCE
ROSE
LIPSTICK
BLUSH
GROWTH
FEMININE
“Sally is a wonderful creative, you can tell it’s her genius zone. She has elevated my business on a professional level and has helped me transform my brand into something far beyond what I had expected. It was a breath of fresh air to have her take care of it with such ease, allowing me to focus on the structure of my business and my own creative ideas. It was a great relief to have my vision formed into a cohesive experience for my customers.
Sally is thorough and detailed in her process. Not only is she efficient and supportive in communicating feedback around design ideas, she is also encouraging and so inspiring when bringing your vision into motion.
I cannot thank her enough!”
SONIA TAHRAOUI
