Nourish

About

Nourish aims to bring softness, strength, and love to fitness and self-care. An online space led by a nutritionist, fitness coach, and mindfulness meditation teacher, Nourish offers private, group, and organizational support to folks seeking a deeper, more attuned approach to wellbeing practices. Nourish believes wellness can be kinder and more accessible than the mainstream fitness narrative, and offers clients intentional, self-loving practices and generous support.

The Project

Full brand identity
Social media assets

A set of badge style logos for an online wellness, fitness, and coaching brand. The logo is a sun with a calm face and a slight smile with eyes closed.

Goals

The Nourish philosophy is that fitness, nutrition, and self-care is for everyone and doesn’t need to fit the mold we see at corporate gyms and diet culture. To express this, we wanted to highlight softness through visual design. Story was huge for this brand: the founder’s journey from high-intensity, competitive fitness to a more loving, mindfulness inspired approach to wellbeing needed to be reflected in the brand identity. For the logo, we needed something that conveyed a meditative feeling without relying on the usual wellness design tropes, and that would be able to represent the variety of offerings.

A logo for a wellness brand, with curvy type and a logo depicting a sun with a calm face, overlaid on a photo of someone hiking at the top of a ridge.
Colorful, vibrant branding for a fitness and nutrition brand, with bright colors and photos of people enjoying exercise and healthy foods.

The Brand

A portrait of the founder of a wellness and meditation brand, and a blurb describing her philosophy on teaching and coaching in wellness, fitness, meditation, and nutrition.
A brand color palette for a wellness brand, with primary colors of cream, dark blue, and light blue, and accent colors of pink, yellow, purple, and dark green.
A set of branded notebooks for meditation reflection and journaling, in light blue, green, and yellow. A logo featuring a sun is embossed onto the covers.
A set of website elements for a fitness, nutrition, and meditation brand, showing various offerings for classes and individual practice sessions.

The visual design for Nourish is rooted in and inspired by nature’s rhythms as a metaphor for how the body moves and changes. The idea of “flow” was conceptually important to the brand, which shows up in various design elements: lots of cool blues, wave shapes and icons, and logo/display type that has a curviness to it. We chose vivid colors that represent elements of nature, as well as aspects of the self that are touched by wellness practices. As a mostly online brand, we focused on assets that would accompany video content and a simple, easy to navigate virtual practice space. The sun image in the logo symbolizes awakening and fire, yet her face is calm and meditative, which speaks to the energy and overall feel of the Nourish approach to whole-human wellness.