Vivantis is one of Europe’s largest beauty e-commerce players, specializing in the Eastern European market. They realized that customers chose them for price and product—but not for brand. Loyalty was close to zero.
The identity focuses on you. From intimate, close-up mirror portraits to expressive icons and a playful color palette, the brand centers on the personal rather than the perfect. Asymmetry lives in the logotype and extends through the typographic language—adding character, tension, and distinction.
Beauty is asymmetric.
