Context

Cashmir Essence is a beauty studio in Cluj, centered around feminine beauty approached with calm and balance.

While the name already existed, the brand needed a clearer structure — both strategically and visually.

The collaboration focused on redefining the brand from the inside out, shaping how it looks, communicates and is experienced.

The challenge

The challenge was to move away from a generic salon presence and build a brand with depth and coherence.

Not just a new appearance, but a clear foundation able to support communication, content and long-term consistency.

The work

LURA approached Cashmir as a complete brand foundation project.

The work focused on defining brand strategy, positioning and tone of voice, alongside visual direction and a cohesive identity system.

These elements were designed to support both digital presence and in-salon communication — from content and social media to printed materials and brand touchpoints.

All decisions were guided by a central idea: beauty as a calm, intentional and personal experience.

Outcome

Cashmir Essence now has a clear, cohesive brand direction.

A beauty brand built from meaning, not trends.

Feminine, balanced and quietly confident.

Services

Brand strategy · Brand foundations · Visual identity system · Art direction · Copywriting · Tone of voice · Brand care

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