Serene is a wellness startup launching in Glasgow's Southside in Summer 2026. I led the full brand development from the ground up, from initial concept through to final creative execution, defining its positioning, purpose, values and personality before translating everything into a cohesive visual identity.
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The brief was rooted in the founder's vision: a wellness space built around everyday self-care that feels approachable, practical and consistent rather than aspirational or luxury-led. The brand needed to communicate ease and balance while standing apart in an increasingly crowded and visually noisy wellness landscape.
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To get there, I began by mapping the wellness market both locally and globally, identifying gaps and opportunities for meaningful differentiation. We collaboratively landed on a direction anchored in intentional simplicity, a direct reflection of Serene's internal values and its desire to make self-care feel calm and unforced. Simplicity was also a functional decision: the brand needed to work seamlessly across digital platforms, physical merchandise, signage and print.
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The resulting logo, an abstracted "S", uses typography to express ease and clarity, mirroring the feeling first philosophy that runs throughout the broader brand. Alongside the visual identity, deliverables included brand values, tone of voice, and a full brand deck built for internal alignment and future partner conversations.