Nomenclature + Visual Identity
Freelance | 2021

Espruce is an app-based service that strives to provide a hassle-free experience of booking an appointment for salon services. It enables the user to compare and choose from a variety of trusted salon services nearby. It also serves as a platform for beauty and fashion with curated blogs on styling tips and trends.

An inventive name supported by a visual identity helps in imbibing the values of the brand and establishing a sense of trust. The word ‘Espruce’ is derived from the phrase ‘Spruce Up’ which is popularly associated with grooming and styling.

Logotype and Icon 

A custom logotype and app icon was designed that establishes Espruce as a professional, unisex service while reflecting its fresh and spiffy nature.

Visual Language

Espruce is characterised by crisp, solid forms that embody the feeling of looking sharp and slick. The imagery is flanked by these shapes, that work as a solid window to contain the images and text.


The primary typeface used in brand communication is Degular by Ohno Type, a sans-serif typeface that adds character and helps in distinguishing Espruce from other salon service apps.

Branding the App

The visual system extends to include a set of lines that complement the shapes. The nature of the lines and shapes is defined by the kind of salon service that they represent. Spa services have soft curves while haircut and beard styling are characterised by sharp lines.

Since Espruce extends beyond providing a service, creating a memorable brand experience would be instrumental in establishing trust. Espruce-themed manicure and candles could be an exciting way to make the brand desirable and increase recall.