b-you-t is a beauty store in Viareggio serving both professionals and end consumers. Its identity was designed to speak to these two audiences seamlessly, starting with a name that places “you” at the centre of beauty. A bold palette of deep blue and acid yellow creates a distinctive and consistent presence across all touchpoints. An intuitive wayfinding system and a carefully designed interior ensure a clear, engaging experience for both trade and retail customers. The result is a confident, recognizable brand that stands out in a highly competitive market.