A re-brand for a health and wellness small business.
Background
Lucas Mind & Body is a small freelance business run by a wellness advocate and personal trainer with a background in exercise psychology and research. She seeks to make being active and eating good food easier and more accessible to help improve physical and mental health, both within individuals and society at large.
The client wished to re-energise her brand through a new more graphic, versatile and simplified visual identity and cohesive brand messaging. She needed the outcome to clearly encompass the mission and aims of her business, as well as be flexible enough to be implemented across promotional print assets and digital platforms, specifically Instagram. I worked closely with the client in order to clearly outline her mission, aims and values. These helped inform the key concept of her visual identity, which was implemented through a new mark, business cards, letterhead as well as Instagram card templates. Accompanying brand guidelines were also included to guide correct usage.
Job Role
Freelancer
Freelancer
Sector
Health & Wellness, Fitness
Health & Wellness, Fitness
Design Services
Brand Identity, Brand Strategy, Brand Messaging, Digital, Print
Brand Identity, Brand Strategy, Brand Messaging, Digital, Print
Process
The outcome was re-imagined from the client's existing logo, forming an updated mark and logotype. The mark depicts a plant whose roots form a brain. The brain is the roots of how we feel, think and behave, thus the mark symbolises how just like a plant, our brain’s roots need nourishing to allow us to grow and function healthily in mind and body. The logotype sits, in-line with the brain / roots, underneath the plant, creating a sense of the plant growing above ground.
The new brand colours sought to reflect the brand's aims and values, symbolising balance, health and the natural world via a combination of green hues. The inclusion of a two colour gradient adds a sense of gradual growth via the coming together of mind and body, physical activity and healthy eating. These aspects are reflected in the brand imagery.
text
