The Eastside Collective

Beauty with a side of groovy

The Eastside Collective (TEC) is a collaborative salon space that offers hair, makeup, nails, skin, lashes, laser and waxing services. We put a modern twist on retro imagery inspired by the 1960’s to entice the brands demographic with a nostalgic feel whilst paying tribute to the decade’s impact on beauty. We wanted something nostalgic, funky and retro, targeted towards Sydney CBD’s youthful demographic. This is achieved by using a unique and muted colour palette alongside graphic retro shapes. I added my own twist to the font MOCHE to create the TEC logo, as well as creating wayfinding icons and signage which have been created only from elements from the logo. These elements were then taken to create a pattern for business cards and merchandise. I created a website where customers and business owners can easily navigate and learn about what TEC has to offer. This project was brainstormed and conceptualised together with fellow designer Holly Brazier (@hollybrazier.design). Work below was completed by myself.