Luxury branding for a holistic health & wellbeing brand

A premium WELLNESS rebrand that FINALLY matched her AMBITION.

Free Spirit is a luxury holistic wellness brand offering strength training, coaching and yoga for women who want to build strength from the inside out. Victoria had evolved far beyond her original brand - Free Spirit had grown into a premium, multi-dimensional offering but the identity felt too generic to reflect any of that.

The new brand is built on three pillars: movement, mindset and lifestyle, with a modular icon system at its heart where each mark works independently and interconnects into a master, visually representing the layered Free Spirit experience.

Services used: Brand Strategy · Custom Brand Identity · Icon System Design

The transformation

A smartphone with the screen displaying the words 'Glow Strength' and the tagline 'Strong, Radiant, Unstoppable' placed on a white notepad, with a pair of wireless earbuds, a shell-shaped container or decoration, and a white hair clip on a light-colo
A woman wearing a white tank top, with her back turned, standing against a neutral background. The image features the logo and text "FREE SPIRIT" and "WELLNESS WITHOUT LIMITS" overlaid on the photo.
Four rectangular product packaging boxes labeled 'FREE SPIRIT' with different subtitles, arranged on a light-colored surface. The boxes are in varying shades of green and orange.
A white circular object with a carved geometric design of a plant or seed, resting on a neutral surface with a shadow cast to the upper left.
Hand holding a black water bottle with the label 'FREE SPIRIT' and the tagline 'WELLNESS WITHOUT LIMITS' against a plain beige background.
Close-up of a dark gray box with embossed logo and text for 'Free Spirit Wellness Without'.
Embossed logo and text on a beige surface reading 'Free Spirit' with a symbol above and 'Wellness without limits' below.
Close-up of a woman's shoulder and arm, with text overlay that says 'GLOW' and 'Strong. Radiant. Unstoppable.'
A pink booklet titled "Free Spirit" next to a black smartphone with a leafy plant wallpaper, and a white string connected to two white circular objects on a white surface.
A woman with styled hair practicing yoga outdoors on a mat, with the text "FREE SPIRIT" and "WELLNESS WITHOUT LIMITS" overlayed on the image.

The outcome

 "I felt very much seen and heard. The attention to detail was next level."

Victoria now has a brand that is powerful, premium and completely aligned with her mission, attracting the high-performing clients she was always built to serve.

An iPhone standing upright on a flat surface, displaying the logo and slogan of the skincare brand Glow on the screen.
Minimalist logo with a leaf inside a circle, and the words 'FREE SPIRIT' and 'LIFE COACHING' beneath on a muted green background.
Minimalist beige background with a small geometric floral design at the center, title 'Free Spirit' in large text, and subtitle '1:1 Training' beneath.
Cover of a book titled "Free Spirit" with a subtitle "Strength Programmes". The cover is orange with a simple line drawing of a shell or sunburst above the title.
“I loved your patience, positive energy, attention to detail, passions for both aesthetic balance and performance in duality, willingness to adapt, focus for acquiring deeper understanding of the brand. I’m so glad I chose you. ”
— Victoria Mairiaux-Jones, Free Spirit Fitness

Could this be you?

If your wellness brand has grown beyond its original identity, it's time for it to catch up.

I'd love to help you build something that reflects where you are now.

Book a consultation