Wellcraft

After ten years leading her Pilates studio and online platform, MNT Studio, Elaine Hayes was looking to dive fully into building a holistic wellness business that incorporated meditation, mindfulness, coaching, and retreats alongside her virtual movement classes.

And so her new brand, Wellcraft, was born.

We guided Elaine through a collaborative process to isolate and articulate the elements that would truly distinguish her new offering from other available options. Squarely focused on our target audience of ‘Empowered Evolutionaries’, we centered on the idea that each of us is born with everything we need to become the person we’re meant to be at each moment of our lives. But that journey is a quest, and a joyful one at that. We articulated the idea, The Art of Becoming, as the foundation on which the new brand would be built. The Wellcraft name reflects both the ambition and the intentional work incorporated in that journey.

The visual manifestation of the new brand idea needed to be at once warm and elevated; accessible and still aspirational for our discerning audience. Our partner Design Hungry was more than up to the challenge. The wordmark we developed is both balanced and timeless, while the iconic C at the heart of the name takes inspiration from the Japanese practice of ēnso – an eternal quest for self-improvement and self-discovery (an incomplete ēnso signifies the beauty of imperfection or the journey to enlightenment). Taken on its own, this glyph is both classical and fresh, and gives a requisite dash of personality to an otherwise minimal mark.

With pops of coral set against a rich aubergine and soft blush palette, the Wellcraft world is one that can exist in myriad ways across touchpoints and moments. As we brought the brand to life online, the distinctive treatments of imagery, text, and iconography make the brand really sing.

“Working with Laura and Holly has been a joy! They made the process of creating my new brand easy, fun and enlightening. This isn't my first time hiring a team to help me with this sort of project, and I can confidently say that Laura and Holly are masters at their crafts, and head and shoulders above the rest. They are meticulous, smart, organized and flexible, and care so much about their clients and the work they do. I couldn't be happier with how everything turned out, and I am so excited to launch my new brand into the world. If you're thinking of hiring them, just do it. You won't regret it.” - Elaine Hayes

Photos by Tien Berny and Filmcraft Stories