Branding a Luxury
Personal Growth App

Challenge

Entering the wellness sector in 2024 is highly competitive, but with the right market positioning, clear product offerings, and a strong brand, the process can be more seamless.

The product needed to appeal to an urban, high-end, well-educated audience with refined tastes. With this specific target group, we had the opportunity to take a more avant-garde, mystical, and modern approach. Our goal was to create a sense of intrigue while conveying a complex product in a simple and effective way.

Solution

The personal growth journey is not a bright easy path, it’s a path that winds through light and dark. It takes vulnerability and confidence to work within the depths of your wounds and see the beauty brewing beneath. This play on shadow, light, and symbols relating to various ancient texts built the brand foundation.

We blended elements that relate to the story of growth; like spirals, pathways, mirrors and reflections. The brand was intended to shift perspectives and unfurl storytelling in a mysterious and high-design manner.

The logo—a stylized eye resembling a spiral—was inspired by the Eye of Horus, with an adapted version used as the app icon. The wordmark was selected for its structural, geometric typography, balanced with organic shapes drawn from the natural forms of forest trees.

Results

Our brand awareness campaign was highly effective and the creative resonated with our target audience, outperforming market standards by 200%.

Additionally, beta testers said the brand felt elegant, user-friendly, and grounded, inspiring them to return to the app each day.