In Bloom.

SCOPE OF PROJECT

Branding
Website Design

BRAND OVERVIEW

In Bloom is a personal project for a wellness studio dedicated to empowering women at every stage of their life, with a focus on antenatal and postnatal support. They provide a nurturing environment for women to prioritize their mental, physical, and emotional well-being, with services extending beyond the studio, offering a comprehensive range of online yoga classes and wellness workshops, accessible anytime, anywhere.

A STRATEGIC APPROACH

A huge priority of this design was for In Bloom to feel approachable, supportive and inclusive and for it to appeal to an audience who may be new to the idea of wellness. In order to achieve this, I chose a warm, feminine colour palette and created complementary brand imagery that felt natural and personable.

I chose a friendly, rounded san serif font for the logo and further added to the feeling of approachability by adding imperfections to the corners. The hand written font also adds a personal and natural touch.

INTENTIONAL DESIGN

One of the core values for In Bloom is the idea of 'growing' - the tangible aspect of growing a child as well as the concept of growing as a person, by dedicating time to work on yourself. This idea is referenced many times throughout the brand identity including the customisation of the letters in the logo, as well as the use of gradients and slightly rotated text.

I also incorporated the idea of growing through the use of vines in the brand pattern. These vines the fluid and imperfect nature of growth in a way that feels friendly and approachable.