Etruria Wellness
Brand identity and photo shoot for a training lab
- Client
- Etruria Wellness
- Year
- 2023
- Where
- San Vincenzo
- Disciplines
- Brand identity
- Art direction
- Photography
- The work
- Logo and palette
- Pattern and strapline
- Photo shoot
- Merchandise
Etruria Wellness is a new training lab: personal training, postural work, yoga, massage and classes. I built the identity from scratch: logo, photo shoot and merchandise.
Monogram, palette and pattern
The logo is a monogram built on the letters E and W: solid, compact geometric shapes. The palette sets black against an electric yellow-green, with grey and coral as accents. The typeface is Poppins, geometric like the monogram and legible even at small sizes, in posts and stories.
Breaking the monogram apart gave me a pattern: the same shapes shift, overlap and work alongside the photos.
Be Your Change
Etruria Wellness doesn’t sell a cure: it gives people the tools and the know-how to follow their own path. Hence the strapline, Be Your Change, which is now also painted on one of the studio walls.
The shoot, in the studio and on the beach
I directed and shot the photos over two days, in the studio and on the beach: the place, the people, the energy of a workout.
They became the material for everything else: the Instagram profile (set up from scratch), the posters, T-shirts, tops, water bottles and the membership card.