refined + visionary
Designing a wellness brand can get really trite, really quickly. For Tapestry, Ivy & I worked to create a modern, luxe brand identity that would connect with emerging female thought-leaders and industry disruptors. We wanted wellness with a hint of edge and a splash of high-end style.
A primarily neutral palette with teal hues alongside emerald builds a modern brand with a hat tip to traditional wellness and holistic practices.
When designing the Tapestry logo, I wanted to have an airiness to the lettering and the icon. I envisioned each having these small strings unravelling as if in a well-loved tapestry. After all, the brand name is intended to reference the weaving together of elements.
The triangular icon is the staple of the brand- forming a pattern for printed materials, a frame for imagery, and of course, a distinguished brand mark. We added a few more 'frame' styles into the mix (shown in the image to the left) to add a rich, bold element to otherwise soft imagery.