Visual Identity Design (Wellness)
Background
Anahana is a wellness company that strives for each of us to appreciate and bring awareness to our breath in all aspects of our life. The word Anahana comes from Japanese Zen Buddhism, but it is originally derived from the Sanskrit word Anapana. The definition of Anahana is "Awareness of breathing as a natural rhythm” and similar to its meaning, the brand will have multiple branches that focus on various aspects of wellness that, when practiced in tandem, will improve and bring overall awareness to all facets of our life.
Mission Statement: The Anahana community has one underlying and simple mission: for each of us to appreciate and bring awareness to our breath in all aspects of our life.
Brand Attributes: Breathing, Balance, Air, Duality, Nature, Flowing
Core Values: Equitable partnership between the company, employees, clients, community, and the world; Always be learning and growing; Open minded and progressive; People before profit; Passion, professionalism, persistence, and patience in all actions
Challenge
Develop a visual identity system that encapsulates Anahana’s mission and core values while keeping the logomark versatile for adaptation as the company grows and expands.
My Role
I was responsible for the art direction and design on the project working with the Creative Director at Linseed Projects to ensure the visual identity was both functional and met the aspirations of the brand.
Solution
I crafted an identity to make sure the company values were reflected in the visual brand. The final logo chosen was inspired by the triquetra symbol that unifies all three fundamental elements (air, water, and earth) that are at the core of Anahana’s philosophy. The brand included an all-encompassing company logo, subsidiary marks for various subbrands, introducing a colour palette, new typefaces, and infographics to support the brand vision.
