Client
Paola KeelServices
Brand Strategy & Brand IdentityIndustry
Wellness, ReflexologyLocation
Lausanne, SwitzerlandAbout the brand
Paola Keel is a reflexologist and therapist based in Lausanne. Her practice is built around one idea: that the body, when listened to, finds its own way back to balance. Through reflexology, she guides her clients toward what she calls a return to the natural state.The context
Paola has been working for a few years, building her practice through word of mouth and through the care homes and medical spaces where she works. Her reach is local and close to her patients.
When the time came to think about her image, she knew what she didn't want. No feet on the logo. Nothing that looked like every other reflexology practice. She had a personal preference for a flower, and she wanted it to be part of the brand. What she needed was for that preference to connect to something beyond herself.
Key challenges
A sector with recognizable visual codes she wanted to move away from
A personal preference that needed to earn its place in the identity
THE PROCESS
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01 From preference to meaning
BRAND STRATEGY
One sakura flower, drawn from three different angles. The same flower seen at different moments, the same way a body moves through a session, from tension to release, and finally to balance.
The line work is slightly irregular, drawn by hand. A subtle rotation that carries the idea of movement without ever naming it.
Each piece, part of a larger system.
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02. A palette with contrast
COLOR DIRECTION
The wellness sector has familiar colors. Paola wanted something different. Something with more energy, more life, more personality than what the sector usually offers. Deep rose, olive gold, near-black burgundy, a pale blush that holds them together. Botanical and natural, without being expected.
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03. The typography
TYPOGRAPHY
Migra. A spiky serif with sharp edges and elongated proportions. Feminine, but not delicate. It has personality.
brand architecture
The starting point was a flower she loved. The work was finding out what it could mean before deciding what it could be.
We went through her philosophy and how she approaches her sessions. When a client arrives, they carry everything the body holds, and over the course of the work, that same person moves from tension to release to balance, revealing something different at each stage.
A sakura does the same. Picture one in full bloom, small and light, turning as it falls. The wind catches it and you see the same flower from a different angle each time, not a different flower, but the same one, shifted. The way a practitioner sees a client differently depending on where the pain lives, what the body is holding, which angle of approach it needs that day.
One flower, drawn three times, not as a pattern but as a philosophy made visible.the Brand
Your practice has a philosophy. Does your brand is able to reflect it?This might be your next chapter
