A holistic brand identity for a women's wellness platform, merging meditation aesthetics with modern lifestyle branding to create a warm, inviting presence.
Situation
Fem Flow was launching as a women's wellness platform focused on meditation, movement, and community. The founders wanted to differentiate from the sterile, minimalist wellness brands dominating the market—they envisioned something warmer and more human.
Task
Develop a complete brand identity that communicates calm and empowerment simultaneously. The visual system needed to work across digital products, social media, video content, and potential physical merchandise.
Action
Symbolic Logo Development
The logo features a figure in lotus position that subtly forms the letters 'FF.' This dual reading rewards careful observation while remaining instantly recognizable at small scales—a meditation on the brand name itself.
The lotus position represents both stillness and strength—core values for the brand.
Earthy Color Philosophy
We moved away from typical spa pastels toward forest greens and warm creams. These colors connect to nature and groundedness while maintaining the sophistication expected of a premium wellness offering.
Lifestyle Visual System
Beyond the logo, we developed a comprehensive visual language including photography guidelines, scene compositions, and video production templates. Warm golden-hour lighting became a signature element.
All lifestyle imagery was developed to feel aspirational yet attainable—real women in real moments.
Result
Fem Flow launched to enthusiastic reception from their target audience. The brand's visual distinction helped secure partnerships with wellness influencers and earned features in lifestyle publications. Community membership exceeded projections by 60%.
Project Showcase
In Motion
FemFlow Promo
Brand promotional video showcasing the FemFlow wellness experience.
What We Created
- Primary Logo & Variants
- Brand Guidelines
- Color & Typography System
- Photography Direction
- Video Production Templates
- Social Media Kit
- Website Design Direction
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