Context
Mayara Pacini is a brow artist in Yorkville, Toronto, specialized in semi-permanent brows: microblading, nanobrows and powder brows. She has more than 1,000 brows behind her, first in Brazil and, since 2022, in Canada.
It is a crowded category, and most studios sell the same promise with the same before-and-after. Her work is the opposite of a template: every brow is designed around the client’s face, skin tone and natural hair.
The idea
The brand is built on a single line, written in her own voice: “Every brow tells a story. I make sure it’s yours.” Everything else follows from it. The tone is warm and first-person, the identity is personal rather than generic, and the work itself is always the hero.
My role
A one-person business needs a brand that works without an agency behind it. I was the only designer: logo, colour palette, brand system, business cards, aftercare packaging, website and search strategy.
Identity
The logo is her own handwriting. Mayara wrote her name more than 200 times across four sheets of paper, sometimes whole, sometimes in parts. I scanned the sheets, vectorized them and built the final mark from strokes taken from different versions.
It mirrors her craft: in microblading, every hair is drawn by hand, one stroke at a time. A brand that promises no templates could not start from a typeface.
From the sheet to the final mark
Most brow and beauty studios dress in the same uniform: white, black and gold, the shorthand for luxury. Mayara’s palette starts from her instead. Pink is her colour, and building the brand around it breaks with the competition without leaving the beauty category. The typefaces follow the same rule: unmistakably beauty, never the default.
The aftercare kit goes home with every client. It carries the brand through the weeks of healing, when the result is still settling and trust matters most.
Website & search
The site is built to turn a search into a booking.
- Found locally. Each of the nine services has its own page, so the site can answer the specific searches people make in Toronto (microblading, powder brows, lip blush) instead of competing with one generic homepage. A blog and an FAQ cover the questions clients ask before they book.
- Proof first. Right below the opening, three numbers do the convincing: 1,000+ brows, six specializations and a 5.0 Google rating, followed by before-and-after photos and reviews from clients in Toronto and Brazil.
- One action. Every section ends in the same call to book, linked straight to her scheduling page. Nothing stands between interest and an appointment.
mayarapacini.co — desktop and mobile