WELLCRAFT
WELLNESS & COACHING
Wellness App - International
Naming, Strategy, Brand Design, Brand World Design
*Design Hungry in collaboration with ciderbrand.co
THE BRAND CHALLENGE
‘After founding and leading successful San Fransisco based Pilates studios MNT for the past decade. I am looking to dive fully into building a new holistic wellness business that incorporates meditation, mindfulness, coaching, and retreats alongside my virtual movement classes. Help me bring my new vision to life’
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THE ARTFUL
DESIGN
SOLUTION
We guided Elaine through a collaborative process to articulate the elements that would truly distinguish her new offering. We centered on the idea that each of us is born with everything we need to become the person we’re meant to be. But that journey is a quest, and a joyful one at that. We articulated the idea, The Art of Becoming, as the foundation on which the new brand would be built. Wellcraft was born. The name and brand reflects both the ambition and the intentional work incorporated in that journey.
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The visual manifestation of the new brand idea needed to be warm and elevated; accessible and still aspirational for our discerning audience who we called the ‘Empowered Evolutionaries’.
The wordmark we developed is both balanced and timeless, while the iconic ‘C ‘ at the heart of the name takes inspiration from the Japanese practice of ēnso – an eternal quest for self-improvement and self-discovery (an incomplete ēnso signifies the beauty of imperfection or the journey to enlightenment). Taken on its own, this glyph is both classical and fresh, and gives a requisite dash of personality to an otherwise minimal mark.
With precise illustrated elements and pops of coral set against a rich aubergine and soft blush palette, the Wellcraft world is one that can exist in myriad ways across touchpoints and moments.
WHAT OUR BEAUTIFUL
CLIENT SAID…
‘Working with Holly and Laura has been a joy! They made the process of creating my new brand easy, fun and enlightening. This isn't my first time hiring a team to help me with this sort of project, and I can confidently say that Holly and Laura are masters at their crafts, and head and shoulders above the rest. They are meticulous, smart, organized and flexible, and care so much about their clients and the work they do. I couldn't be happier with how everything turned out, and I am so excited to launch my new brand into the world. If you're thinking of hiring them, just do it. You won't regret it.’
Elaine Hayes - Founder
bewellcraft.com