Play by your own rules

ALVS is a new skincare brand founded by plastic surgeon Seymour Aliev. The brand is designed as a powerful tool for revitalization. Dr. Aliev believes that surgical transformation is more than just facial profile correction; it is an art that can change a person's life and self-perception as well as the body. Cosmetology became another means through which Dr. Aliev helps people rediscover their confidence.

The new positioning shifts the focus from merely acknowledging the product’s efficacy and understanding skin issues to delving into the deeper psychological motivations of consumers, their inner world, and the forces driving their behavior. The brand’s target audience consists of successful women who are accustomed to being in the spotlight. They recognize the importance of investing in their physique and strive to be self-confident, choosing to “play by their own rules.”

The brand identity is metaphorically expressed through three key concepts: Game, Weapon, and Power. The Game is the only thing that matters, it motivates and provokes. The Weapon, traditionally a male attribute, is reclaimed by women to achieve power and influence, symbolizing freedom. Power, in our interpretation, embodies the neoclassical Empire style fused with the typography of the Classicism era, reflecting the idea of absolute dominance.