Pure Skin is a premium tattoo-removal clinic, laser-first. Before I locked a direction I ran research and name tests with the actual audience. They were unusually clear: minimal, strict, black and white, grotesque. Not “beauty.” Not colour.
The concept is deletion. Part of the company name is struck, the way a laser takes ink off skin. Once you see it, you cannot unread it — which is what you want on a clinic door and on a small Instagram tile.
I directed naming, mark, and identity. The pattern is laser lines. There is no third colour to dilute the claim. It is supposed to feel like a procedure room that charges accordingly.
