Wellness Utopia
Wellness Utopia
WellnessUtopia is a self-initiated clean, cruelty-free skincare brand concept created to explore how wellness-driven beauty brands connect with women through purposeful storytelling, cohesive branding, and social-first design.
The brand centers on supporting women in their
self-care journey by offering products designed for individual skin needs, while promoting confidence, balance, and holistic wellness. The mission was translated into a visually consistent identity system that could live seamlessly across social media, digital campaigns, and eCommerce touchpoints—
mirroring how modern beauty brands build trust and long-term brand value.
Design decisions were guided by mindful color palettes, clean typography, and soft yet confident visuals to reflect wellness without feeling clinical. Each asset was created with engagement and adaptability in mind, allowing the brand to scale across Instagram, TikTok, email, and paid social while maintaining a recognizable and approachable voice.
LOGO SYSTEM
LOGO SYSTEM
The WellnessUtopia logo serves as a recognizable symbol of the brand’s values and identity. Designed for versatility, the logo can be used with or without the wordmark, scaled across digital and physical applications, and applied in approved brand colors to allow creative flexibility while maintaining brand consistency. No alterations to the logo form are permitted, ensuring visual integrity across all touchpoints
The WellnessUtopia logo serves as a recognizable symbol of the brand’s values and identity. Designed for versatility, the logo can be used with or without the wordmark, scaled across digital and physical applications, and applied in approved brand colors to allow creative flexibility while maintaining brand consistency. No alterations to the logo form are permitted, ensuring visual integrity across all touchpoints
LOGO SYSTEM
The WellnessUtopia logo serves as a recognizable symbol of the brand’s values and identity. Designed for versatility, the logo can be used with or without the wordmark, scaled across digital and physical applications, and applied in approved brand colors to allow creative flexibility while maintaining brand consistency. No alterations to the logo form are permitted, ensuring visual integrity across all touchpoints
TYPOGRAPHY
TYPOGRAPHY
Typography was selected to balance modern elegance with clarity across digital platforms:
- Geola Regular is used for headlines and titles, adding a refined, editorial feel that elevates the brand’s presence.
- Helvetica Neue supports all body copy and UI elements.
- Condensed Bold is used for subheadings to create hierarchy and emphasis.
- Thin is used for body text to maintain readability and a clean, airy aesthetic.
This typographic system ensures the brand remains legible, consistent, and scalable across social content, web, and marketing assets
Typography was selected to balance modern elegance with clarity across digital platforms:
- Geola Regular is used for headlines and titles, adding a refined, editorial feel that elevates the brand’s presence.
- Helvetica Neue supports all body copy and UI elements.
- Condensed Bold is used for subheadings to create hierarchy and emphasis.
- Thin is used for body text to maintain readability and a clean, airy aesthetic.
This typographic system ensures the brand remains legible, consistent, and scalable across social content, web, and marketing assets
TYPOGRAPHY
Typography was selected to balance modern elegance with clarity across digital platforms:
- Geola Regular is used for headlines and titles, adding a refined, editorial feel that elevates the brand’s presence.
- Helvetica Neue supports all body copy and UI elements.
- Condensed Bold is used for subheadings to create hierarchy and emphasis.
- Thin is used for body text to maintain readability and a clean, airy aesthetic.
This typographic system ensures the brand remains legible, consistent, and scalable across social content, web, and marketing assets
COLOR PALETTE
COLOR PALETTE
The WellnessUtopia color palette balances calm, warmth, and sophistication, reflecting the brand’s holistic approach to beauty and wellness:
Bluish Cyan (#1F677A) – Conveys calm, clarity, and emotional balance, reinforcing trust and a sense of serenity in the brand.
Pale Olive (#ADD19D) – Represents renewal and nourishment, tying back to natural ingredients and skin health.
Forest Green (#5E4230) – Grounds the brand in nature and stability, emphasizing longevity and thoughtful self-care.
Green Cyan (#1F534B) – Adds depth and modernity, bridging wellness with a contemporary beauty aesthetic.
Burly Wood (#E2B289) – Introduces warmth and softness, creating an inviting and human-centered feel.
White (#FFFFFF) – Provides clarity and balance, allowing content and products to feel clean, elevated, and breathable.
Together, these colors create a soothing yet elevated visual language that feels timeless, accessible, and digitally adaptable.
The WellnessUtopia color palette balances calm, warmth, and sophistication, reflecting the brand’s holistic approach to beauty and wellness:
Bluish Cyan (#1F677A) – Conveys calm, clarity, and emotional balance, reinforcing trust and a sense of serenity in the brand.
Pale Olive (#ADD19D) – Represents renewal and nourishment, tying back to natural ingredients and skin health.
Forest Green (#5E4230) – Grounds the brand in nature and stability, emphasizing longevity and thoughtful self-care.
Green Cyan (#1F534B) – Adds depth and modernity, bridging wellness with a contemporary beauty aesthetic.
Burly Wood (#E2B289) – Introduces warmth and softness, creating an inviting and human-centered feel.
White (#FFFFFF) – Provides clarity and balance, allowing content and products to feel clean, elevated, and breathable.
Together, these colors create a soothing yet elevated visual language that feels timeless, accessible, and digitally adaptable.
COLOR PALETTE
The WellnessUtopia color palette balances calm, warmth, and sophistication, reflecting the brand’s holistic approach to beauty and wellness:
Bluish Cyan (#1F677A) – Conveys calm, clarity, and emotional balance, reinforcing trust and a sense of serenity in the brand.
Pale Olive (#ADD19D) – Represents renewal and nourishment, tying back to natural ingredients and skin health.
Forest Green (#5E4230) – Grounds the brand in nature and stability, emphasizing longevity and thoughtful self-care.
Green Cyan (#1F534B) – Adds depth and modernity, bridging wellness with a contemporary beauty aesthetic.
Burly Wood (#E2B289) – Introduces warmth and softness, creating an inviting and human-centered feel.
White (#FFFFFF) – Provides clarity and balance, allowing content and products to feel clean, elevated, and breathable.
Together, these colors create a soothing yet elevated visual language that feels timeless, accessible, and digitally adaptable.
DIGITAL DELIVERABLES
DIGITAL DELIVERABLES
To bring the brand to life, I designed a set of digital-first deliverables aligned with modern beauty marketing:
- Product & Packaging Mockups
Visual assets highlighting the new product line, packaging system, and refreshed brand identity—designed to feel clean, confident, and shelf- and feed-ready.
- E-commerce Landing Page Mockup
A polished homepage experience designed to showcase products, communicate brand values, and create an inviting, wellness-focused shopping journey.
To bring the brand to life, I designed a set of digital-first deliverables aligned with modern beauty marketing:
- Product & Packaging Mockups
Visual assets highlighting the new product line, packaging system, and refreshed brand identity—designed to feel clean, confident, and shelf- and feed-ready.
- E-commerce Landing Page Mockup
A polished homepage experience designed to showcase products, communicate brand values, and create an inviting, wellness-focused shopping journey.
DIGITAL DELIVERABLES
To bring the brand to life, I designed a set of digital-first deliverables aligned with modern beauty marketing:
- Product & Packaging Mockups
Visual assets highlighting the new product line, packaging system, and refreshed brand identity—designed to feel clean, confident, and shelf- and feed-ready.
- E-commerce Landing Page Mockup
A polished homepage experience designed to showcase products, communicate brand values, and create an inviting, wellness-focused shopping journey.
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