Vital is a luxury hair and beauty store with a strong point of view—modern, fierce, and unapologetically bold.

Vital approached Bromel to create a visual identity that would reflect its confident personality and captivate a style-savvy audience.

The brief called for something distinctive and contemporary, with an aesthetic that could speak to the high standards and bold energy of its customers while commanding attention both digitally and in-store.

The core of our creative direction revolved around typographic expression. We created a custom logotype for Vital that drew direct inspiration from the gestures of makeup application—fluid, expressive, and full of attitude.

"The inspiration for the Vital logo came from observing how beauty tools—especially lipsticks and eyeliners—are used with flair and confidence."

Their marks are often dynamic and intentional, much like the handwriting of a bold personality.

We treated these strokes as letter forms, letting the cosmetic language shape the brand’s identity.

The final result was a type-driven brand mark that celebrates individuality and movement.

The expressive strokes give the logo energy, while its stylised form speaks to the creative, fashion-forward ethos of the Vital customer.

The subtitle Hair and Cosmetics was introduced to complement the logo, providing a concise and clear description of the brand's offerings and acting as a vital anchor to contextualise the store's focus while allowing the logo to maintain its visual prominence.

The resulting identity set Vital apart in the beauty retail landscape. The typographic logo became a signature element—distinct, recognisable, and rich with personality.

Not only did it resonate visually across packaging and signage, but it also translated seamlessly into business cards, store visuals, and even branded apparel, reinforcing the brand’s confident voice.

The new look helped Vital carve out its own space in a competitive industry, attracting a loyal audience drawn to its stylish and unapologetic spirit.