Join The–Dots

    Hungry for Health identity

    Nutritional advisor Chantelle came to me with a loose idea of how she perceived her brand should feel, right down to the colour palette that she wanted to incorporate and knew for certain what she wanted to call it too! When we originally caught up to discuss branding her business I almost instantly knew that a bespoke, handwritten aesthetic would suit her requirements to a tee and it was quickly agreed: that was the approach that we’d take.
    As the brand development moved along we discussed elements that Chantelle felt she’d like to include based on inspiring things she’d seen and with a gentle bit of justified steering where necessary these elements were tweaked appropriately. The oval surrounding the logotype, for example, was something that Chantelle really wanted me to incorporate, but in a solid form. I felt that it hampered the flow of the branding and so we put it to a vote with her nearest and dearest to reach a compromise – the oval stays, but with an aesthetic more suited the rest of the brand. Throughout the brand development I also produced options for different letterforms, capital and lower case ‘H’ and different styles of lower case ‘a’, for example, as well as producing the ligatured ‘ng’.

    I included the heart device at an early stage in the brand’s conception to reflect the personal and human element in the courses that Chantelle runs whilst also appealing slightly more to a female audience yet without completely alienating potential male clients.


    Russ Atkinson

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