available for the marketing projectprojects
est.2025→
∞
aluma
client:Aluma
role:branding identity
service:branding identity
year:2025
overview
crafting a calming digital brand for modern wellness.
Aluma is a spa and wellness app designed to help users discover, book, and experience moments of calm in their everyday lives. In a world of constant stimulation, Aluma positions itself as a quiet, trusted companion—guiding users toward relaxation, self-care, and balance.
The objective of this project was to build a brand identity that feels soothing yet contemporary, premium yet approachable. The identity needed to work seamlessly across digital interfaces while emotionally resonating with users seeking rest, recovery, and intentional self-care.
We focused on translating the essence of calm into a visual language that feels light, fluid, and human.
problem
Most spa and wellness apps rely on predictable visuals—overused symbols, generic color palettes, and interchangeable aesthetics. This made it difficult for new brands like Aluma to stand out or build emotional trust.
Aluma needed an identity that could differentiate itself while still feeling familiar and safe. The challenge was to avoid visual noise and create a system that supports clarity, comfort, and long-term brand recognition within a digital-first environment.
solution
We designed a holistic brand identity centered on softness, flow, and balance.
- developed a brand concept inspired by light, breath, and gentle movement
- designed a minimalist logo that reflects harmony and continuity
- curated a calming color palette with warm neutrals and soft accent tones
- selected elegant, highly legible typography optimized for mobile screens
- created subtle graphic elements and motion principles to enhance the sense of ease
Every element was designed to reduce cognitive load and invite users into a relaxed, intuitive experience.
result
a serene brand identity that supports trust and digital wellness.
The Aluma brand launched with a cohesive, recognizable identity that feels calm from the first interaction. The visual system supports both emotional reassurance and functional clarity—helping users feel comfortable exploring, booking, and returning.
The brand identity now acts as a foundation for future growth, adaptable across app interfaces, marketing touchpoints, and partner spa experiences.
client feedback
“Aluma finally feels like a place to breathe. The identity captures the calm we want users to feel before they even open the app.”
an nguyenFounder
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