Before: Beauty Lounge by Hanadi
The broad beauty-lounge identity suggested a business offering many different services. It did not clearly communicate the specialist expertise behind the business.
Case Study · Rebranding & Business Consulting
Permée: known for what they do best.
Beauty Lounge by Hanadi became Permée Academy & Institute. Fifteen years of experience and specialist expertise were already there. Our work brought that expertise into focus through business consulting, strategy, positioning, a new name, logo and visual identity.
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The strategy
We worked on the business direction and focused the positioning on medical permanent makeup (Medical PMU). That decision shaped the new name, Permée, and the brand identity.
What we changed
Business consulting, strategy and positioning formed the foundation. We developed the name Permée and its logo, and replaced the varied imagery with a consistent direction: calm colours, coordinated portraits and photographs showing specialist work.
A name rooted in Hanadi and Perla’s story
Hanadi and Perla run the business together. Both speak fluent French and share a love of French language and culture. This personal background inspired the name Permée. For the brand, it evokes lightness, transparency and permeability — qualities they also associate with their work.
Logo development
We developed a new logo alongside the new name. The comparison shows the shift from the gold, decorative Beauty Lounge by Hanadi identity to the clear Permée wordmark with the Academy & Institute descriptor. Name and design express the new specialist positioning together.
After: Permée Academy & Institute
A clearer specialist identity and better-matched inquiries. The business is recognised more clearly for its particular expertise.
Before & After
Next step
Ready for a sharper premium position?
Tell us where your business stands and what needs to change.
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