Boutique wellness studio identity
A calm visual language that still stands apart.
Wellness is a crowded category where most brands reach for the same soft palette and the same serene clichés. The strategic question was how to stay genuinely calm while remaining recognizably distinct. Delivered as a Brand Identity System: everything in the Logo Kit, plus the positioning that sits under it, a full color and typography system, an imagery direction, a brand guideline, and the selected brand applications the studio meets its clients through.
Scope
- Everything in the Logo Kit
- Brand positioning and strategic direction
- Audience, market and competitive context
- Visual identity concept and rationale
- Color system and typography system
- Imagery and graphic direction
- Brand guideline
- Selected brand applications
- Production-ready digital files
Delivered with
Brand Identity SystemPositioning first
The positioning drew a line between calm and generic: restraint carried by material and spacing rather than by another soft gradient. Every later decision (the botanical line mark, the sage palette, the amount of empty space) was measured against that line.
The identity concept and its primary lockup.
The system behind the mark
A color system built on muted sage, eucalyptus and warm sand, paired with a light serif for voice and a clean sans for information. The typography system is deliberately narrow: two families, a fixed scale, and rules for when each is used.
Color system and typography system.
The brand guideline: clear space, color, typography and imagery direction in one document.
Applications the client actually touches
The applications were chosen where the brand is genuinely met: the service menu a client reads while waiting, the appointment card they leave with, the products on the shelf, and the signage that sets the tone before anyone speaks.
Service menu, appointment card and retail touchpoints.
Interior wayfinding: the identity carried into the space itself.
Your brand could be next.
Begin with the guided Brand Discovery and see which system fits what you are building.