Urban Wellness Hub provides positive health, lifestyle and wellbeing choices to its clients by offering classes, workshops, treatments and training as well as a collaborating space for local practitioners to get involved.
This hive of activity needed a brand identity system that could be adapted to represent the range of activities that they offer. It was important to be approachable and friendly and suggest health and fitness but without looking like a typical health and fitness centre!
Our idea came from the ouroboros circle - symbolising rebirth, wholeness and spiritual contentment - This ancient symbol is recognised around the world. Combined with a simple set of arcs representing mind, body and soul, we developed the idea of connection with each arc linking to one another to form one closed loop.
The adaptation and creation of a custom typeface based on the linking arcs highlighting the overlapping connecting points, suggests how these three aspects of wellness work together. Coupled with a muted colour palette for the Urban Wellness Hub identity, allows us to easily adapt the initial brand to suit all offerings of the business.