Bare Spa — Brand Identity & Website Design

Bare Spa is a waxing and brow studio in Middleton, Wisconsin, but it's designed to feel like a coastal escape—sun-drenched, carefree, and nostalgic in the best way. The challenge was creating a brand that could make a waxing appointment feel less clinical and more like a little retreat, somewhere you'd want to spend time.

What I created:

• Complete brand identity including logo, typography, and color palette

• Design inspired by 70s surf culture and coastal aesthetics

• In-studio marketing materials

The approach: I wanted Bare Spa to stand out in an industry that often feels either overly sterile or overly feminine. The visual language draws from vintage surf culture—soft textures, warm colors, laid-back typography—but keeps it modern and polished. The goal was to create something that felt inviting and approachable while still communicating professionalism and expertise.

Every touchpoint, from the logomark to in-studio materials, reinforces this coastal vibe. The color story and typography work together to create a sense of warmth and ease, making the experience feel more like visiting a beachside retreat than a typical spa.

This project shows how a strong visual identity can completely reframe what a service-based business feels like. Bare Spa isn't just about waxing—it's about the experience, the escape, the feeling of an endless summer. The brand identity makes that tangible.