American Beauty

Born from the hearts and imaginations of the owners, American Beauty is centered around their family vision and values. With their fond appreciation of the beauty of pin-up girls and their passion for all things culinary, American Beauty was born. Grit, texture, and American nostalgia are the backbone of American Beauty’s brand identity with their logomark as its pinnacle; old-world serif and industrial typefaces give the logomark a sense of Americana when juxtaposed to hand illustrated pin-up imagery. Social media graphics for American Beauty heavily incorporate torn image frames, vintage-styled photography, and 3-D rendered elements to make the viewer feel like each graphic is a snapshot. Each social media graphic is designed in a way that almost feels like a montage of events, to bring forward nostalgic memories of the past. Staging of images is also key in American Beauty’s brand identity, utilizing moody, rich tones with short depth-of-field, against vintage tablecloths, books, and table ware. Building on their vision, our team has been able to showcase the brand through graphic design, social media, photography, and videography.