ALVS
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.
The typographic logo of ALVS incorporates letters from the original brand name, Aliev’s, which initially served as Dr. Aliev’s personal brand to help the target audience identify him as a specialist. The doctor’s surname has been preserved as the verbal foundation for the cosmetics brand, becoming an integral part of Aliev’s cosmetics descriptor. It now acts as a connecting element between the skincare products and the expertise and support provided by Dr. Aliev.
The abbreviation-style logo transforms the word into an ornament that combines neoclassical elegance with a contemporary, bold typographic approach. The brand becomes the embodiment of the doctor, creating a self-evident visual matrix. A key advantage of this design is that it is time-proof. The enigmatic nature of the logo provides endless opportunities for interpretation and functionality, while its simplicity ensures effectiveness and recognition across all communication platforms.
One of the logo’s distinctive features is the rhythmic interplay of triangular A and V letters. This visual element becomes the core trope for developing the brand’s identity, reflected in the packaging design. The triangular white and gold packaging defines the unique identity of the ALVS brand, emphasizing both functionality and quality while preserving the premium aesthetics and experience.
The equilibrium between beauty and science is the cornerstone of this project, which is reflected in the brand’s color palette. The contrast between white and gold, between matte and glossy, symbolizes the product that is both functional and luxurious.
The turquoise color serves as an accent, complimenting the white-and-gold palette and evoking images of tranquil waters and medicine. The packaging’s minimalist and solemn design communicates efficiency and high quality of the product.
The ALVS monogram is an alternative logo with characters arranged in two lines. The main advantage of such layout is its compactness, enhancing the logo’s versatility in small-format designs with limited space. Additionally, the two-line version has a more dynamic nature compared to the one-line version, allowing for better use of decorative elements in design.
The uneven spacing between characters is the key feature of the ALVS logo. The size and position of each symbol are finely balanced, creating a harmonious composition. In any layout, whether vertical or horizontal, the logo naturally expands to fill the maximum space. At the same time, the left edge of the letter L is always placed right in the center, ensuring the logo remains intact even when folded.
A premium brand can afford to be both opulent and strikingly simplistic. In this context, provocative simplicity becomes a manifestation of luxury.
Client: Aliev’s Cosmetics
2025