Neither pharma, nor clinical:

just Jam.

 

How to create the visual identity of a multi-brand personal care store that proposes an unique, special and democratic purchasing experience?

 

If, on the one hand, we have neighborhood drugstores and beauty stores, on the other hand there are big chains that communicate exclusively with women in an extremely ‘cold’ way.  So, we decided to explore the youthful and multiple attitude of the brand and of its target audience: urban, improvised, innovative and irreverent.

 

We created the name, which alludes to the mixture of rhythms, colors and characteristics of each environment and product line. The brand’s unique lettering is associated with different graphic styles and colors. It relates the brand’s identity to the store’s diversity and spontaneity.

 

Inspired by New York’s SoHo, the store’s environment shows an unusual mix of elements that don’t belong to the conventional personal care universe, in an improvised JAM session that is, at the same time, visual, rhythmic and fine-tuned.