Krygina Beauty Day
Identity system for an annual beauty festival.
Five years, 2015–2020.
Five years, 2015–2020.
In 2015 Elena Krygina was Russia's most followed beauty blogger, and Beauty Day was being relaunched — no longer a single talk in a museum hall, but a full-day festival announced as annual. A thousand guests, eight partner brands, three masterclasses, brand corners, a shop, an autograph session. For the company it was the point where a personal brand turned into an event business. The event had to look like something that would still exist next year.
A logo built to come apart
The brief was an identity. The real problem was that almost nothing about the event would stay the same: the title sponsor would change, the venue changed every year, and the partner list would keep growing. Whatever I made had to survive all of it without being redrawn.
There was also a hard constraint. The title sponsor had to sit inside the logo itself, on every branded surface — not beside it, not in a partner row at the bottom of a poster.
I built the mark as a square in four parts: Krygina, Beauty Day, year and city, and a sponsor plate underneath. Whole, it worked on everything small and physical — tickets, wristbands, cups, stickers, postcards. Taken apart, it gave three separate marks for brand walls and partner materials.
Two years later Braun was replaced by Philips. Only the bottom plate changed. Nobody had to relearn what the event looked like.
There was also a hard constraint. The title sponsor had to sit inside the logo itself, on every branded surface — not beside it, not in a partner row at the bottom of a poster.
I built the mark as a square in four parts: Krygina, Beauty Day, year and city, and a sponsor plate underneath. Whole, it worked on everything small and physical — tickets, wristbands, cups, stickers, postcards. Taken apart, it gave three separate marks for brand walls and partner materials.
Two years later Braun was replaced by Philips. Only the bottom plate changed. Nobody had to relearn what the event looked like.
The Palette came from the founder
Red wasn't a mood choice. Elena was inseparable from red lipstick, and the previous event's symbol had been a two-metre lipstick. So the system started from what the audience already recognised: black, red and white, and the heart from her existing logo, kept rather than redesigned.
The campaign image followed the same logic — white shirt, white background, red mouth, lipstick in hand. A strong, simple picture that didn't compete with a necessarily complicated logo.
The campaign image followed the same logic — white shirt, white background, red mouth, lipstick in hand. A strong, simple picture that didn't compete with a necessarily complicated logo.
The resulting logo design was versatile and could be used as a whole or separated into individual components, including Elena's logo, a concise logo with the event's name, and the general sponsor's logo. This allowed for various applications across different promotional materials, giving the festival a consistent yet customizable visual presence.
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In 2017, I also developed a series of illustrations for Beauty Day, which became an integral part of the festival's identity and were later used as part of Elena and her team's personal brand (known as Kryginateam). The illustrations continue to be used in the production of merch to this day.
