Brand Identity Wellness Brands

The Challenge

Develop a distinctive visual identity that positions the brand as a trusted, premium leader in modern wellness, balancing scientific credibility with warmth and approachability.

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The Approach

During consultation for the new wellness brand, Veya, I immediately fell in love with the brand's mission and values. Usually, after discovery, I would create a moodboard, but the all organic ingredients inspired me to play around with sketching the logo using all organic shapes. I believed a playful wordmark logo would best suit this brand, as it is easily readable, easily recognizable, simplistic, prints well on packaging, and is familiar to the brand category. I went a bit further to add three gummy-shaped ovals cascading down the V in the logo to represent the act of taking the supplements. The seafoam green and coral pink create a visual balance between restoration and vitality. Seafoam evokes the freshness and renewal of the natural world, while coral introduces warmth, energy, and optimism. Together, the unexpected pairing moves the brand away from the clinical conventions of the supplement category, creating a wellness identity that feels fresh, optimistic, and distinctly human.

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The Solution

The finished identity gave Veya Wellness a playful, organic wordmark with its own gummy-shaped detailing, a Hoss Round typography system, and an unexpected seafoam and coral palette that sets it apart from the clinical look of most supplement brands. That system carries through product packaging, retail display units, and social content, giving Veya a warm, human presence everywhere from the shelf at Target to a customer's phone.