The Strategy

The strategy behind The Bush Babe was to create a brand that transforms waxing from a routine service into an empowering experience that felt like “visiting your bestie”. Inspired by Megan’s time in fast-paced chain wax studios, the brand was intentionally positioned as the opposite of impersonal, “drive-through” waxing. Instead, it centers connection, inclusivity, and comfort, offering women a space where they feel safe, seen, and genuinely cared for. The goal was to reflect a studio that not only delivers quality results but also fosters body confidence and a sense of belonging.

Visually, this brand leans into a balance of playfulness to empower its confident audience. The direction supports a judgment-free environment while still maintaining a level of true professionalism and trust. We chose each element to create a space that feels approachable, empowering, and rooted in authenticity, aligning with Megan’s mission to create more than just a service, but an experience women can look forward to.

CORE VALUES: inclusivity, empowerment, authenticity, fun
TRAITS: playful, safe space, sincere, feminine