Context

Cecilia came to me during a major life and career transition. After decades in the fashion retail industry, her growing curiosity for health and well-being led her to formally study nutrition and step into a new role as a nutritional coach. This project marked her first public expression of that shift.

Having worked with Cecilia before in workshops, I already knew her as a deeply curious, disciplined, and thoughtful person. That trust set the foundation for a very personal collaboration.

Role and approach

I acted as design lead, shaping the brand from the ground up. My role included art direction, close collaboration with photographers, and the design and build of her website.

Because this was a deeply personal business, the goal was not to create a generic wellness brand, but one Cecilia could truly see herself in. The brand needed to feel lived-in, expressive, and human.

Brand direction

We centered the identity around a custom script logotype that gives her name a strong sense of personality. The lettering is fluid and organic, with intentional irregularities, expressive letter connections, and unconventional capital forms used as lowercase characters. The result feels natural, warm, and non-repetitive, mirroring both her personal journey and her approach to nutrition.

Given that her first and last name share the same initials, I designed a monogram as a secondary brand element. I also explored illustrative logo variations, including a raspberry motif, chosen for its connection to nutrition and to Cecilia’s personal taste.

The color palette is dynamic, expressive, and rooted in warmer tones, aligning with her desired audience and reinforcing a sense of vitality, openness, and care.

Outcome

The final brand and website gave Cecilia a confident starting point for her new professional chapter. It allowed her to show up with clarity and authenticity, translating years of experience, curiosity, and personal growth into a visual identity she could fully own.