flux branding

Exponentially better facials.

FaceX aims to bring organic facials to everyone. Using all-natural, food-grade ingredients in an affordable, 30-minute facial, FaceX needed a brand that would set them apart from other leading fast facial companies as they opened their first location in Los Angeles.

Client

Face X Organic Facials

Consumer

FaceX

Brand Positioning
Brand Identity
Brand Standards
Signage
Stationery
Website

Positioning and Naming

FaceX needed a protectable name, not an easy task in the crowded spa industry. The simple and memorable name says what it is, but also allowed us to build a brand concept around the idea of exponentially better facials. FaceX is facials, elevated to the power of nature.

Brand Identity

Their idea is that if you wouldn’t eat it, it shouldn’t go on your skin. To set them apart from other spa brands, we took inspiration from modern markets and ingredient-forward restaurants. The result is a clean, minimal look that feels science driven but not clinical. The use of the exponent “X” became a way to brand all parts of the facial process.

Visual Language

FaceX is all about natural ingredients for natural beauty. We created a bright, natural atmosphere with fresh faced portraits and close up focus on fruits, vegetables, and flowers used in their facials.