Wholesomebae – Branding Case Study
The challenge
Holistic wellness practitioner Alyssa Arendse approached us to bring her new wellness brand, Wholesomebae, to life. With DNA testing, nutrition consultancy, supplementation and yoga forming the foundation of her services, she needed a visual identity that could hold all of these elements together without feeling cluttered or cliché. The challenge was to build trust in a field where credibility is everything. With no prior visuals in place, we had the opportunity to design an identity that felt grounded yet full of life. Our role was to create custom branding solutions that matched the brand name’s energy – wholesome, approachable and a little playful – while still presenting Alyssa’s expertise with confidence.
Starting with a blank canvas
Building Wholesomebae meant defining a visual language from the ground up. Alyssa wanted her brand to reflect authenticity and connection, without falling into clichés often seen in wellness. That freedom meant we could explore ideas beyond a single symbol, considering colour, typography and layout as part of a complete ecosystem. We looked closely at her services – from DNA-driven insights to yoga practice – and shaped an aesthetic that carried both science and soul. The identity needed to translate easily into a digital experience since a website was being developed in tandem. For us, custom branding solutions begin with listening: understanding a brand before giving it form.
Client:
WholesomeBae
Industry
Corporate / Lifestyle
Services :
Branding, Logo Design, Creative Services
The goals
The objective was to design a brand world that could hold together very different services without feeling fragmented. Typography was critical. Gotham XLite was selected for its balanced letterforms and open counters, giving the brand a professional voice. To complement it, High Summit was introduced. Its freehand rhythm added warmth, making the identity approachable. Colour was treated as a storytelling tool. Green became the anchor for nutrition and testing, sage supported mindfulness and beige introduced softness for supplementation and lifestyle. Our role was to provide custom branding solutions that gave Alyssa flexibility to distinguish each service.
The process and results
We put every design choice through its paces. Colours were dropped into mockups for Instagram posts, newsletters and packaging to see how they worked with photography and text. Fonts were tested in long guides and tiny captions to check legibility at every size. The WB monogram was scaled down to a favicon, then blown up for presentation slides and merch, making sure it held its clarity across the board. These trials helped us refine spacing, contrast and proportions before anything went live. The result was a toolkit Alyssa could pick up and use straight away. These custom branding solutions gave Wholesomebae launch assets that are instantly recognisable wherever they appeared.
