branding for wellness businesses
Luxury Branding for a Holistic Health & Wellbeing Brand
A grounded, elevated transformation for a luxury wellness brand. Victoria needed a brand identity that captured the strength, intention and spaciousness at the heart of her work.
✽ Brand Strategy ✽ Custom Brand Identity ✽ Icon System Design ✽ Typography & Colour Palette ✽ Visual Style Guide
✽ Brand Strategy ✽ Custom Brand Identity ✽ Icon System Design ✽ Typography & Colour Palette ✽ Visual Style Guide
The challenge
Victoria’s original brand felt too young and generic. It didn’t reflect the maturity, performance or luxury her business had evolved into - and it wasn’t attracting the right audience.
The Pretty Powerful transformation
The Powerful
strategy & foundation
We began with deep brand discovery and positioning work to get to the heart of Free Spirit’s mission. Through this process, we uncovered three core pillars - movement, mindset and lifestyle - and defined how to express these in a way that felt elevated, cohesive and clear.
We crafted an emotionally intelligent tone of voice and structured her offerings into a modular system of sub-brands: 1:1 training, strength programming and life coaching - setting the foundation for future growth and clarity.
The Pretty
visual identity & experience
Visually, the brand identity centres around a modular icon system:
A knotted summit icon for 1:1 personal training - representing strength, grit and the powerful connection between coach and client
A sun ray icon for her strength training app - symbolising energy, clarity and the inner “glow” her clients experience through movement
A leaf motif for life coaching - reflecting growth, groundedness and renewal
Each icon functions independently yet interconnects beautifully into a single master mark - symbolising the holistic, layered nature of the Free Spirit experience.
The Outcome
Victoria’s new brand is powerful, premium, and completely aligned with her mission. She’s showing up with clarity, confidence, and attracting exactly the right clients — high-performing individuals who value both strength and stillness.
client love
“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 felt very much seen and heard.”
Ready for your own transformation?
This is what happens when strategy meets soul, and design is led by intention. If you're ready for a brand identity that reflects where you're headed - and helps you get there - I’d love to create something Pretty Powerful for you.