Alena Kutalia is the CEO and the public face of the ALЁNA Premium Aesthetic clinic, and the founder of Russia’s first International Training Centre for Plastic Surgeons. Beyond this, she is known as a clinic launch consultant, the author of her own methodologies, and an active contributor to the professional community in aesthetic medicine, wellness, and beauty.

The ALЁNA Premium Aesthetic clinic positions itself as a cutting-edge, professional space where medicine and aesthetics converge, with a premium approach evident in every detail — from service to team expertise.

Our collaboration with the brand began several years ago. We initially executed the first phase of rebranding, developing the clinic’s positioning, corporate identity, logo, and visual platform. This step laid the foundation for brand recognition and emphasised its premium quality.

The previous brand identity was built around floristry and a "blooming" aesthetic, featuring a light, pastel colour palette and a focus on a warm, soulful atmosphere. It served the brand well during its establishment phase and helped create a recognisable image.

As the clinic, its audience, and its team grew, the time for an update had come. Alena Kutalia approached us again, this time with the goal of a visual and conceptual evolution.

The primary objectives were to:

• Maintain continuity while enhancing the brand’s expertise and technological edge.
• Strengthen Alena’s personal brand as both a medical doctor and an entrepreneur.
• Adapt the corporate identity to new goals: attracting new staff, expanding service lines, and increasing presence at industry conferences.

This was not a ground-up rebranding but a strategic restyling, where the focus was not on novelty, but on conveying the brand’s maturation.

We approached the project as an aesthetic evolution. The key challenge was to preserve the brand’s "DNA" while showcasing its maturity, systematic approach, and scientific foundation.

We decided to move away from romanticised, lifestyle-associated visuals towards a cleaner, more technological, and multi-layered aesthetic. This new style creates an image that conveys scientific rigour, depth, and a systematic approach — crucial for both clients and staff.

The core idea was transformation: the same DNA, seen in a new light. We wanted the new identity to reflect the clinic’s internal evolution: from a "blooming garden" to a modern aesthetics laboratory.

One element that remained subtle yet became highly recognisable was the double-dot "molecule." This is not just a symbol — it’s a style.

It appears on the clinic’s facade, on Instagram, on business cards, on staff uniforms, and even in the welcome area. People take selfies with it. The clinic has become a "branded place."

Upon project completion, we compiled the corporate identity into a brand book. However, we produced it not only digitally but also in two printed copies — one for the client and one for our team. This allows both the client and our team to "touch" the new brand on a new level, creating a completely different experience of interacting with the project and its outcome.

When we sent the files for printing, the print shop prepared a mini-version for colour proofing. We ended up with three copies and decided Alena would appreciate receiving both formats: the mini and the full-size version. Now, Alena Kutalia, as the clinic owner and its face, carries the updated mini brand book of Alёna Premium Aesthetic in her handbag as a symbol of her philosophy.