The Pure Facialist
CLIENT
Rooted in nature and guided by expertise, The Pure Facialist elevates skincare into an art of relaxation and renewal.
The Pure Facialist is the dream and hard work of Ellie Rolfe - professional facialist and skincare expert. Her philosophy revolves around providing more than just a skincare service; she provides a deeply relaxing encounter and transforms your skin using natural ingredients.
Ellie knew from the outset what her brand values were, but she needed me to illustrate those values and provide the emotion behind the idea.
The Pure Facialist identity combines curved lines and strong, crisp angles set in deep earthy tones alongside touches of neutrals to reflect natures element.
VISUAL IDENTITY
The visual identity for The Pure Facialist embodies a refined harmony between nature’s purity and modern luxury. Rooted in the brand’s dedication to facials using natural ingredients, the palette draws from earth tones and organic hues, evoking calmness, grounding, and a deep connection to the natural world. The typography was carefully selected to balance elegance with approachability—clean, minimal letterforms paired with subtle softness, reflecting both professionalism and warmth. Supporting design elements take inspiration from organic textures and gentle forms found in nature, reinforcing the brand’s ethos of purity and care. Together, these choices create an identity that feels serene yet elevated, offering clients not just a treatment, but a luxurious, grounding experience.
“Francesca is hands down one of the most talented designers I know. She gets me, gets the brand, gets the aesthetic. I truly love what she’s created for The Pure Facialist and find her expertise and ongoing support second to none!”
ELOISE ROLFE, FOUNDER OF THE PURE FACIALIST
