Creating a Branding System for a Holistic Body Shop

Branding & Identity | Web Design

The Brief

I collaborated with Luminous Touch, a holistic body shop based in Boulder, Colorado, to define their brand identity. The goals of creating this brand system were to construct a cohesive brand identity that speaks to the key brand themes:

  1. Vibrant
  2. Grounded
  3. Peaceful
  4. Wise
  5. Magical
  6. Playful
  7. Healing

The brand system took inspiration from organic forms in the Rocky Mountain region of Colorado. Rounded corners, a soft and supple color palette and balanced layout with generous space work together to balance the identity.

"Healing may not be so much about getting better, as about letting go of everything that isn't you - all of the expectations, all of the beliefs - and becoming who you are." - Rachel Naomi Remen

Early sketches of the Luminous Touch logo explored the key themes of Vibrant, Grounded, Peaceful, Healing, Magical, Playful, and Wise.


Early Logo Ideas

After the initial sketches, I mocked up the designs in a monochromatic slate to experiment with the general form and layout. The use of slate allows me to view the forms in positive and negative shapes, without the distractions of color, shadows or depth. The initial inspiration was varied, so the logo mock-ups are diverse in their execution and theme—some focusing on the letter-forms, while others took inspiration from the Colorado landscape.

ideas logo

Anatomy of the Mark

The brand mark is simple, utilizing negative space to create a strong and versatile mark, which is legible on print, web and mobile. The subtle twist of the L shape can also be interpreted as a T, combining in a way to hint at the brand name.


The brand system is derived from organic forms—succulents, leaves, cactus's and sunsets. Smooth lines, a soft palette and natural shapes can be found in this system. There are no sharp edges found here.

Design System

The brand system uses a complementary color palette, meaning that the colors are opposite each on the color wheel. With mint green as the central color, the palette has a high contrast, which must be used sparingly when combined. Main actions, such as button styles and links, can use the mint green. The supporting colors in the palette can be used as branding brights for illustrations, icons or subheadings.

color final
Brand Attributes

Luminous Touch defined their core brand attributes, which helped inform the color palette choices.

  1. Vibrant
  2. Grounded
  3. Healing
  4. Magical
  5. Peaceful
  6. Wise
  7. Playful
color final
luminous touch mobile


When choosing a typeface, we wanted to use type families which would pair well for legibility and the smooth and soothing lines of the logo.

Brandon Grotesque is a sturdy and functional typeface with a distinct warmth. The versatility of the typeface was attractive, with the combination of thin and thicker weights for legibility across different displays. The smaller x-height allows for the elongation and simple elegance of the typeforms.


To add a rustic touch, we used Voltunes Wild, a hand-lettered, vintage-style typeface. The typeface contains both smooth and gritty edges which simulates vintage printing. It also helps bring a classic look and feel to layouts.


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