White Paper is a gender—neutral beauty salon based in Moscow. The salon offers a wide range of treatments, each of which is specially designed to make you stay radiant and feel rested.
The main metaphor of visual identity is that after visiting the salon, you remain the same person, but become a little different. That is why in identity we use a rotation of literally 1 degree to explain this. By the way, the phrase "white sheet" is taken from the stable phrase "start with a clean slate", which means something starts from scratch. "Transformed in the salon, you can start life anew, a little differently, while remaining yourself."