The wellness category is booming, and there are no signs of it slowing down. Based in Denver, Colorado, the founder of Sunday Wellness approached us to build a brand identity that manifested their true personality and charm. They wanted the brand to represent their warm and empathetic characteristics, while educating, building trust, and helping those who need it most. The results were a chunky, fruitful, and retro-leaning brand system with booming typographic expression.

After analyzing key competitors and setting the stage for the brands tone and voice, we began the design phase by building the Sunday logotype. The logotype was built from a chunky serif typeface that takes inspiration from the legendary Cooper Black. The logotype sets the stage for the compassionate brand feel. In tandem with the logotype, we built the brand symbol, which is a bursting sunrise to represent the important birth and reset of a new day.

The color palette leans into natural warm hues to inject energy into the system. We added depth to the system with a set of gradient fruit illustrations in large scale, which interact with typographic elements. The system is wrapped in a visual language that uses small rectangular blocks to represent blocks in a calendar day. The blocks are filled with self-care activities and serve as visual inspiration for intention and routine in the madness of the world around us. The calendar subtleties encourage people to share their routines and build a community of support.

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