Behind the Brand - by Disarming Designs

Her Fyte Club: Strategic Brand Identity Design for a Female-Only Gym

Mon, 24 Aug 2026 00:49:37 GMT

HER FYTE CLUB

Strategic Brand Identity Design for a Female-Only Gym

Her Fyte Club is a female-only gym built around strength, confidence, community and creating a space where females can train, grow and challenge themselves without judgement.

The challenge wasn't simply to create a logo for a new gym. It was to build a strategic brand identity and visual identity system capable of expressing what Her Fyte Club stands for while giving the business the tools to communicate consistently as it grows.

PROJECT DETAILS

Client: Her Fyte Club
Industry: Fitness / Women's Fitness
Services: Brand Strategy, Visual Identity Design, Brand Guidelines, Graphic Design, Digital Content, Apparel & Marketing Collateral

BRAND STRATEGY · VISUAL IDENTITY · GRAPHIC DESIGN · DIGITAL SYSTEM · APPAREL

the problem

BUILDING A BRAND THAT FELT STRONG WITHOUT FEELING GENERIC

Her Fyte Club was starting with a clear ambition: create a female-only training environment where females could feel strong, supported and part of a genuine community.

But translating that ambition into a brand was the challenge .

The fitness industry is crowded with visual clichés. Aggressive typography, predictable feminine aesthetics, generic empowerment messaging and identities that lean too heavily into either “hardcore gym” or “pretty fitness studio.”

Her Fyte Club needed to sit somewhere different.

It needed strength without intimidation. Femininity without being overly soft. Combat-sport energy without becoming masculine. Community without becoming cliché. Most importantly, it needed to feel like a brand females would actually want to belong to.

THE STRATEGY

FROM GYM TO COMMUNITY

The strategy centred around a simple idea: Her Fyte Club needed to feel like more than a place to train.

The brand needed to create a sense of belonging before someone even walked through the doors.

That meant building an identity that could speak across different parts of the HFC experience from training and competition to education, mindset, community, apparel and everyday life outside the gym.

Rather than creating a narrowly defined fitness identity, the visual direction was built to be bold, expressive, inclusive and adaptable , giving Her Fyte Club room to grow without outgrowing its brand.

THE FOUR CORE IDEAS

Together, these ideas became a strategic foundation for the identity balancing the physical intensity of combat sports with the emotional and communal experience Her Fyte Club wanted to create.

THE CREATIVE SOLUTION

A VISUAL IDENTITY WITH ATTITUDE

The creative direction deliberately moved away from the expected visual language of women's fitness brands.

Instead, the identity combines bold typography, a high-contrast colour palette, expressive graffiti-inspired artwork and a distinctive heart-shaped brandmark to create something that feels energetic, confident and unmistakably Her Fyte Club.

The visual language balances roughness and refinement giving the brand the raw energy of combat sports while retaining a strong sense of personality, femininity and community.

THE BRANDMARK

STRENGTH WITH HEART

At the centre of the identity is the Her Fyte Club brandmark: a heart created from a boxing glove and wrapped hand , brought together to form one recognisable symbol.

The mark connects the physical reality of training with the emotional heart of the brand — strength, belonging and the community created inside HFC.

Designed to work independently from the wordmark, the brandmark gives Her Fyte Club a flexible visual shorthand that can live across apparel, social content, equipment, environmental graphics and future brand applications.

TYPOGRAPHY + COLOUR

BOLD BY DESIGN

The typography and colour system were developed to give Her Fyte Club a recognisable visual presence across both digital and physical environments. Strong display typography creates impact and confidence, while the supporting type system keeps longer-form communication approachable and readable.

The colour palette combines deep maroon, punch pink, soft pink, black and white — giving the brand enough contrast to feel powerful while retaining a distinctly feminine edge.

BUILDING THE VISUAL LANGUAGE

MORE THAN A LOGO

A strong visual identity needs more than a logo to become recognisable.

To give Her Fyte Club a distinctive graphic language, the identity was extended through a collection of hand-drawn, graffiti-inspired visual assets drawn from the training environment and the personality of the brand.

Gloves, equipment, movement and expressive graphic forms became flexible visual elements that could be mixed, layered and adapted across different applications.

The result is a system that can be playful when it needs to be, bold when it needs to be and unmistakably HFC throughout.

FROM IDENTITY TO SYSTEM

BUILT FOR REAL LIFE

The identity was designed to be practical as well as distinctive.

Rather than leaving Her Fyte Club with a set of static brand assets, the system was developed into comprehensive brand guidelines and reusable digital templates that allow the team to communicate consistently without needing to reinvent the brand every time.

Reusable Canva Templates were developed across educational content, coaching advice, FAQs, promotional content, events, mindset, community stories and member features, all built to feel like part of the same brand rather than disconnected social posts.

This turns the identity into something the team can actively use, adapt and grow with.

MARKETING + SPONSORSHIP COLLATERAL

DESIGNED TO BE PRINTED

The identity also needed to work beyond social media, It needed to work in print too.

A suite of supporting marketing and community collateral was developed to help Her Fyte Club communicate with prospective members, its wider community and potential partners.

This included promotional flyers, newsletters, campaign materials and a comprehensive sponsorship proposal designed to help HFC approach potential sponsors with a professional, cohesive brand presentation.

The same visual language carries across each touchpoint creating consistency whether someone encounters HFC through Instagram, an email, a printed flyer or a sponsorship conversation.

THE BRAND IN MOTION

APPAREL DESIGNED FOR THE COMMUNITY

The identity was extended into apparel designed specifically for the HFC training environment.

Muay Thai shorts and training tops combine the existing HFC graphic language with sport-specific applications, creating apparel that feels connected to the wider brand rather than simply placing a logo onto generic sportswear.

The apparel system also incorporates the มวยหญิง / Muay Ying graphic developed specifically for Her Fyte Club, giving the collection an additional connection to the club's combat-sport offering while retaining the broader HFC visual identity.

THE RESULT

A BRAND BUILT TO GROW

Her Fyte Club now has more than a visual identity.

It has a strategic brand system built around the way the business actually operates. From the gym floor and training environment through to social media, community communications, apparel, marketing and sponsorship, all brought together in a comprehensive brand guidelines document .

The final identity gives HFC a distinctive presence in the women's fitness space while creating enough flexibility to evolve as the club, its community and its ambitions grow.

Most importantly, the brand now has the visual confidence to communicate what Her Fyte Club has always been about:

strength, confidence, community and belonging.

Ready to get your business branded?
Enquire Below

ROSA Plant Café | Café & Botanical Brand Identity Design

Wed, 03 Jun 2026 00:28:38 GMT

ROSA Plant Café | Café & Botanical Brand Identity Design

ROSA Plant Café was designed to bring together two worlds, specialty coffee culture and botanical retail into one cohesive brand experience.

The challenge wasn’t simply creating a café logo or adding plants to the branding. It was about building a visual identity that gave equal importance to both sides of the business while still feeling modern, memorable and community-driven.

From custom illustrations and packaging to merchandise, loyalty cards and social media assets, every touchpoint was designed to feel warm, organic and highly shareable while maintaining a strong strategic foundation.

The Challenge — Combining Café Culture and Plant Retail Into One Cohesive Brand

One of the biggest challenges behind the ROSA identity was balancing two distinct industries without allowing one to visually overpower the other.

Many café brands lean heavily into minimal coffee aesthetics, while plant-focused brands often fall into overly earthy or predictable visual territory. ROSA needed to avoid both.

The goal was to create a brand identity that felt equally connected to café culture, community spaces, slow mornings, co-working culture and botanical retail all while maintaining a cohesive and recognisable visual system.

Rather than relying on clichés, the branding needed to feel immersive, modern and personality-driven from the very first interaction.

Building a Modern Botanical Brand Identity

The visual direction for ROSA was built around creating an earthy and welcoming atmosphere without feeling outdated or overly rustic.

Instead of relying on the typical greens and browns commonly seen throughout café and plant branding, the colour palette was developed to feel modern, warm and timeless while still reflecting the organic nature of the brand.

Typography choices were intentionally bold and approachable, helping the brand feel confident while still maintaining a relaxed and community-focused personality.

Every design decision was made to support a café experience that felt creative, social and highly memorable somewhere customers would genuinely want to spend time in, work from and share online.

Using Hand-Drawn Illustration to Create Personality and Warmth

Custom hand-drawn illustrations played a major role throughout the ROSA visual identity system.

The illustration style was intentionally created to feel human, organic and slightly imperfect reflecting the same qualities found within the plants, coffee and overall atmosphere of the café itself.

These illustrated elements helped soften the branding while adding personality across packaging, cups, social media assets, stickers, apparel and merchandise.

Combined with playful messaging and collectible-style brand assets, the illustrations helped transform ROSA from simply a café into a lifestyle-driven brand experience customers could emotionally connect with and actively share.

Designing a Brand Experience Across Every Touchpoint

A major focus throughout the project was ensuring the brand identity felt cohesive across every customer interaction.

From takeaway coffee cups and packaging to storefront signage, social media content, loyalty cards, tote bags and apparel, every touchpoint was treated as an extension of the overall brand experience rather than a disconnected asset.

The coffee cups, packaging, storefront and digital presence were all considered equally important in building a memorable and recognisable brand.

This consistency helped reinforce ROSA as more than just a café, it became a space people wanted to visit, photograph, wear and talk about long after leaving.

The Outcome — A Community-Focused Brand Built to Be Shared

The final ROSA identity successfully balances modern branding with warmth, personality and community-focused design.

By combining strategic visual identity design with custom illustration work, tactile packaging and lifestyle-focused brand assets, the project created a cohesive experience that feels both polished and approachable.

The result is a brand identity that stands out visually while still feeling welcoming, organic and authentic helping ROSA create a stronger emotional connection with its audience across both physical and digital spaces.

Looking for Strategic Brand Identity Design?

Your brand deserves more than just a logo.

If you’re looking for strategic brand identity design that helps your business stand out, connect with the right audience and create a cohesive experience across every touchpoint, I’d love to hear about your project.

Explore my branding packages or get in touch to start building a brand people actually remember.

What Is Brand Identity Design (And Why Your Business Needs It)

Wed, 22 Apr 2026 09:31:43 GMT

What Is Brand Identity Design
(And Why Your Business Needs It)

If you’re thinking brand identity design = logo, I need you to sit down. Because that’s only the tip of the iceberg.

Branding is more than something pretty on a website, it’s the full system that makes your business recognisable, consistent, and unforgettable.

In this post, we’ll break down what brand identity design really is, why it matters, and how a strategic approach turns a business from “meh” into instantly memorable.

What Is Branding?

Branding is the personality, strategy, and visuals that make your business instantly recognisable.

Think of it as the rules of your brand universe: everything from colours, fonts, and logos to voice, tone, and vibe.

Brand identity design is how that universe looks and feels.
Branding is how that universe behaves and connects with people.

What Is Brand Identity Design?

Brand identity design is the visual representation of your brand. It includes:

Logo – the face of your brand
Colour palette – the feelings and recognition triggers
Typography – how your words look and feel
Imagery style – photos, illustrations, graphics
Brand voice – consistent tone across all channels

Without this system, your brand is basically throwing spaghetti at the wall and hoping it sticks.

Why Brand Identity Design Actually Matters

Here’s the reality:

A logo alone does not build trust, connection, or recognition .

Your audience experiences your brand everywhere:

Instagram posts
Website
Emails
Packaging
Every customer touchpoint

If these are inconsistent, you lose credibility. People don’t consciously notice it—they just feel it .

The Benefits of a Strong Brand Identity

Consistency – every touchpoint feels like the same brand
Clarity – you know how to show up and what to say
Confidence – no second-guessing colours, fonts, or captions
Recognition – people remember your business, not just your logo

The Part No One Talks About (Strategy)

Before Illustrator or Photoshop even open, the strategy work is where the magic happens.

Most businesses skip this step and design based on what they like , not what their audience responds to.

The result? Brands that look cool… but don’t work.

Here’s what I do for clients:

Deep dive into the industry and competitors
Define the target audience and their needs
Figure out your USP (what makes you different)
Align every visual choice to this strategy

Because when strategy and design actually align , your brand becomes something people connect with .

Common Mistakes Businesses Make

Designing for themselves instead of their audience
Overcomplicating logos and visuals without strategy
Treating branding like a one-off project
Ignoring consistency across all touchpoints

How a Strong Brand Identity Looks in Real Life

I use client examples like Spiritual AF, IGNITE, and Unpacked to show how a brand goes from “meh” to memorable powerhouse .

Spiritual AF: Avoided spiritual cliches to create a high-end, bold spiritual brand
IGNITE: Combined petrol + electric motifs to visually unify the business under one clean brand identity
Unpacked: Reflected natural ingredients with a cohesive palette and typography, instantly elevating the brand

Related reading: Spiritual AF Case Study

Takeaway

Brand identity design is more than a logo. It’s a strategic visual system that makes your brand:

✅ Recognisable
✅ Consistent
✅ Memorable

Skip the strategy, skip the system and you skip the results.

Ready to Level Up your Brand?

Let’s chat and build a brand identity that hits the mark, not just looks pretty.

Why Your Branding Isn’t Working (And It’s Not Your Logo)

Tue, 24 Mar 2026 09:55:12 GMT

Why Your Branding Isn’t Working (And It’s Not Your Logo)

Most people think their branding problem is their logo.

So they redesign it.

Tweak it.

Change the colours.

Maybe even run to Canva or some AI tool hoping it’ll magically fix everything.

It doesn’t.

Because the problem was never the logo to begin with.

It’s consistency.

And it’s the one thing quietly killing more brands than bad design ever will.

The Real Problem

When I look at most small business brands, I don’t see a lack of effort.

I see this:

• A clean, modern website

• A chaotic Instagram feed

• A minimalist logo

• A loud, messy brand voice

Individually? Some of it looks good.

Together?

It feels like four different brands fighting each other .

And that’s where things start to break.

Why Consistency Actually Matters

Branding isn’t just about looking good.

It’s about being recognisable .

Your audience should be able to:

• recognise your content instantly

• understand your tone without thinking

• feel the same energy across every touchpoint

Even if your logo isn’t there.

Because in reality?

Your logo is one of the least seen parts of your brand.

Your content, your tone, your visuals, that’s what people experience daily.

Where Most Businesses Go Wrong

Here’s the pattern I see over and over:

They design for themselves.

Not their audience.

They pick:

• colours they like

• fonts they like

• styles they like

Instead of asking:

“What actually resonates with the people I’m trying to attract?”

And that’s where branding quietly stops working.

The Strategy Most People Skip

Before I design anything, I go deep into:

• the business

• the competitors

• the audience

• what makes that brand different

Because without that?

Design is just decoration.

With it?

Design becomes direction .

Real World Example

The first time I saw this fully click was working on IGNITE.

They came in with a generic AI-generated logo.

The real issue wasn’t how bad it looked.

It was that the brand had no clear identity.

Once we stepped back and looked at the business as a whole:

• petrol + electric

• multiple services under one brand

• a need for both power and approachability

Everything changed.

The logo wasn’t the starting point anymore.

It was the result of the strategy.

And for the first time, everything aligned.

Jamie signed off the entire brand with zero changes.

Not because it “looked cool”

But because it made sense .

The Takeaway

If your branding isn’t working, ask yourself this:

• Does everything feel like it belongs together?

• Does it speak to your audience, not just you?

• Is it consistent across every touchpoint?

Because if the answer is no…

Changing your logo won’t fix it.

That’s the difference between having a logo…

and having a brand that actually works.

Behind the Brand - Unpacked Brand Identity Case Study | Packaging & Strategy Design

Fri, 20 Mar 2026 09:47:20 GMT

Unpacked Brand Identity Case Study

Turning confusion into clarity through strategic branding
+ packaging design.

The Problem: When “Healthy” Becomes Confusing

The health and nutrition space is crowded, not just with products, but with noise.

Brands overload their packaging with claims, buzzwords and complicated ingredient lists, all fighting for attention.

Instead of building trust, it creates confusion.

Unpacked came in with a clear mission - simplify nutrition and make ingredients easy to understand but their brand didn’t yet reflect that clarity.

They needed more than a logo.

They needed a visual system that could cut through the chaos and instantly communicate honesty, simplicity, and trust.

The Goal: Make Simple Feel Powerful

The objective wasn’t to compete by being louder.

It was to stand out by being clearer .

We needed to create a brand that:

Simplifies complex information
Builds trust at first glance
Feels modern, clean, and approachable
Works seamlessly across packaging and digital

Strategy: Designing for Clarity, N ot Clutter

Instead of adding more, the approach focused on removing what wasn’t necessary.

Every design decision came back to one question:

“Does this make it easier to understand?”

If it made things harder to understand, it was gone. No exceptions.

This meant:

Clear information hierarchy
Intentional spacing and layout
Letting the product and ingredients lead the design

Strategy: Designing for Clarity, Not Clutter

The visual direction was built around clarity and transparency.

Clean typography, structured layouts, and a restrained colour palette work together to create a system that feels calm, confident, and easy to navigate.

Each flavour is differentiated without overwhelming the design proving that simple doesn’t have to mean boring.

Packaging Design: Where Strategy Meets Reality

Packaging was the most important touchpoint.

This is where decisions had to be on point!

The system was designed to communicate key information instantly, while still feeling clean and approachable.

Instead of shouting for attention, it earns it through clarity.

The Solution: A Brand That Builds Trust at a Glance

The final identity transforms Unpacked into a brand that feels clear, honest, and easy to trust.

It removes the overwhelm and replaces it with confidence allowing customers to understand the product at a glance.

This isn’t just a visual upgrade.

It’s a shift in how the brand communicates.

The Outcome: Clarity That Cuts Through

Unpacked now shows up with a cohesive identity that works across every touchpoint from packaging to social media and marketing.

More importantly.....
it delivers on its promise:

making nutrition feel simple, accessible and easy to understand.

Behind the Brand - IGNITE Powersports - A Future-Proof Visual Identity Designed to Scale

Wed, 07 Jan 2026 03:27:55 GMT

IGNITE Powersports

A Future-Proof Visual Identity Designed to Scale

IGNITE Powersports is a pre-launch Australian powersports brand built around a bold idea: the future of riding shouldn’t force you to choose between petrol heritage and electric innovation.

Brought on as the brand and visual identity designer , I was tasked with creating IGNITE’s entire brand system from the ground up - not just a logo but a complete visual identity designed to grow from startup launch to large-scale expansion.

From strategy through to execution, for this project I focused on building a brand that feels premium, modern + inclusive, while remaining flexible enough to support motorcycles, ATVs, UTVs, electric bikes, scooters, and future product categories.

This case study explores the thinking, strategy + design decisions behind creating a scalable brand identity built for long-term success.

THE CHALLENGE

IGNITE Powersports is in a pre-launch phase , with no existing branding in place. Everything needed to be built from scratch.

The challenge wasn’t just visual, it was strategic.

IGNITE needed a brand that:

Bridged petrol heritage and electric innovation
Felt community-first , not intimidating or old-school
Avoided tired motorcycle clichés (skulls, flames, hyper-masculinity)
Worked across multiple vehicle categories — motorcycles, ATVs, UTVs, electric bikes, scooters, and future products
Could scale seamlessly from a small startup to a large, recognisable brand

Most importantly, the identity needed to feel modern, premium and original , without alienating new or female customers.

MY ROLE

I was brought on to design IGNITE’s entire visual identity system end to end.

This included:

Brand strategy and positioning
Initial logo concept exploration and presentation
A complete logo system (primary, secondary, brandmark + signature graphic)
Typography and font pairing selection
Full colour palette development
Custom brand patterns and background assets
Custom vehicle illustrations
A full suite of 20+ website and social icons
Apparel, sticker, lapel pin and merchandise mockups
Website and social media direction mockups
A 44-page brand guidelines document
Final asset packaging for web, print, signage and future growth

I was given full creative control to take IGNITE from nothing to a fully realised, launch-ready brand.

Strategy First, Always

Before a single line was drawn, a significant amount of time was spent on research and strategy .
Rather than designing for launch alone, every decision was made with long-term growth in mind ensuring the identity would remain relevant as IGNITE expands its product offering, physical presence, and digital footprint.

Every decision was grounded in:

Industry analysis (both traditional motorsports and EV brands)
Colour psychology
Audience behaviour and perception
Scalability across physical and digital touchpoints
Long-term brand longevity

The core strategic insight was simple but powerful:

IGNITE doesn’t force riders to choose between petrol or electric - it connects them.

That idea became the foundation for everything that followed.

Colour Exploration & Decision Making

Colour played a critical role in shaping the brand’s perception.

Rather than forcing a single direction, I presented two fully developed colour palettes , allowing the client to feel involved in a meaningful, non-overwhelming way.

This approach wasn’t about indecision — it was about collaboration and confidence.

Ultimately, IGNITE selected the Electric Blue & Grey palette , a proven and trusted combination in the powersports and EV space, reinforced through bold imagery and strong visual systems.

Typography & Font Pairing

Typography played a critical role in shaping how IGNITE feels as a brand — not just how it looks.

The goal was to strike a balance between confidence, clarity and personality , ensuring the type system could work across everything from large-scale signage and apparel to website UI and social media content.

Custom Illustrations & Brand Assets

To elevate IGNITE above typical dealerships, I created a suite of entirely custom vehicle illustrations - including motorcycles, ATVs, UTVs, electric bikes, scooters + more.

These illustrations:

Are completely original and brand-owned
Add a premium, high-end feel
Future-proof the brand as new vehicles are introduced

Supporting assets such as tyre treads, mechanical line art, and lightning-based background graphics further reinforce the brand’s energy and identity without overwhelming the design.

Icons + Brand Patterns

IGNITE’s identity extends beyond big hero moments.

A full set of 22 custom icons was designed for website navigation + social media use, alongside repeatable patterns and background assets to ensure the brand feels cohesive at every touchpoint even in the smallest details.

This level of detail ensures the brand feels intentional, professional, and considered , not pieced together.

Final Thoughts

IGNITE Powersports is a clear example of what happens when branding is approached as a system , not a single deliverable. Every element from the logo and typography through to illustrations, icons and supporting assets was designed to work together, scale seamlessly + support the business well beyond launch.

This project wasn’t about following trends or fitting into what a powersports brand is “supposed” to look like. It was about creating a visual identity that reflects where the industry is heading, while still respecting the heritage that built it.

The result is a brand that feels confident, modern, and ready for growth, one that can evolve alongside IGNITE as it expands into new products, platforms, and markets.

If you’re a founder or business owner looking for more than just a logo and want a brand built with clarity, intention + long-term strategy in mind
- I’d love to work with you.

The Visual Identity

The Logo System

The primary logo was designed to visually represent the bridge between tradition and innovation . A chain element symbolises mechanical heritage and connection while the lightning bolt represents electric power, energy and the future.

Rather than creating multiple disconnected logos, the system was designed to be modular and flexible , with:

A primary logo
Secondary and horizontal options
A simplified brandmark
A bold signature graphic (Zeus) designed specifically for apparel and merchandise

This allows IGNITE to maintain consistency while still having variety across different applications.

Behind the Brand - Based Origins

Thu, 17 Jul 2025 02:19:13 GMT

Behind the Brand - BASED ORIGINS

A brand built to break the rules .

Disarming Designs for Based Origins - Based Origins isn’t just another supplement brand — and that was the entire point. Built on nose-to-tail philosophy and bold AF attitude, they wanted to stand apart from the sea of clinical, lookalike supplement packaging. Their core message? Whole-animal nutrients, real ingredients, and zero f*cks given.

This brand identity was created to pack a punch: visually, verbally, and strategically. Let’s dive into how we brought it to life.

The Brief
Based Origins needed branding that reflected their mission: nutrient-dense supplements made from grass-fed liver, heart, collagen, colostrum, and cacao. Their “Base Shake” was positioned as the world’s most nutrient-packed powder blend — no fillers, no fluff.

They wanted something bold, modern, and impossible to ignore. Not sterile, not stock-standard — something worthy of building a community around.

Core Goals:
- Stand out from other supplement brands
- Appeal to bold, health-conscious customers
- Balance clean, confident visuals with scientific credibility
- Reflect their unapologetic, "be you" ethos

Project Snapshot

Client: Based Origins

Industry: Supplements for the Fitness Industry

Services Delivered: Brand strategy, brand identity design, logo suite, social media assets, packaging mockups, brand guidelines, brand collateral.
Target Audience: All genders | Ages 20–40
Health-conscious, curious, self-improvers with a “mind/body/spirit” lifestyle. Often entrepreneurial, wellness-focused, and down to spend money on quality. This is a crowd that’s done the research — they want results without fluff.

The Challenge

The fitness supplement space is cluttered. Think: endless white tubs, all-caps typography, generic labels. Based Origins wanted none of it.
But how do you:
- Make something visually loud and still feel premium?
- Communicate high-quality ingredients while keeping it fun?
- Appeal to a wide range of customers without losing edge?
That was my job to figure out.

research + Brand strategy

I focused on:
- The nose-to-tail philosophy — using the whole animal as nature intended.
- Red vs. purple hues to create gender-distinct sublines while keeping the brand cohesive.
- Bull symbolism to channel power, energy, and primal strength.
- Fonts and layouts that balance science-backed messaging with badass personality.

Creative Direction
Visual Concept: "Unleash the Bull Within"
The brand leans into the primal energy of its ingredients, using a modern bull as the key visual. Everything flows from that — typography, taglines, packaging, and merch.
Typography:
- Bold, punchy sans-serif fonts
- Clean and legible, but packed with power
Colours:
- Red-based tones for masculine-coded products
- Purple hues for feminine-coded products
- Monochrome accents for balance and versatility

Design Solutions

Logo suite

The bull icon is designed to feel modern and fierce, avoiding typical fitness clichés. It pairs with stacked type lockups and a brandmark “B-O” monogram for smaller uses.

Colour Palette

The colour palette was designed to be unapologetically bold just like the brand’s voice. Strong reds anchor the men’s range, while rich purples power the women’s, each extended with tonal variations to create a cohesive yet flexible system. These colours scream premium, stand-out-on-the-shelf energy without falling into the trap of overdone neon or sterile medical tones.

Typography

For typography, I went with bold, modern sans-serifs that command attention and deliver the brand’s message with clarity and power. The stacked weight and no-nonsense forms of the fonts mirror the strength and simplicity of the ingredients inside. This type setup helps the brand feel fresh, direct, and confidently ‘based’.ins

Mockups & Brand Assets

To show the brand in context, I designed:

- Protein powder pouch
- Supplement tablet packaging
- Branded clothing and hats
- Apple Watch interface mockups
- Instagram post concepts
- Taglines like “Unleash the Bull Within” and “Not Another Supplement Brand”

design deliverables

- Logo suite
- Colour palette
- Typography system
- Branded illustrations (Bull icon + monogram)
- Product packaging mockups
- Merch + social media concepts

What I Loved About This Project
I loved building out a bold, layered colour system and working through the challenge of making something that looks great and educates customers.
The real flex? Marrying visuals that scream "look at me" with a product that actually delivers.

Key Takeaways

- Don’t be afraid of bold visuals as long as they align with your client's target market and message.
- If your product’s different, your branding has to show it.
- Building a community vibe means building a brand world, not just a label.

Want to get your Brand looking Right?

Behind the Brand - Spiritual AF

Sat, 12 Jul 2025 12:08:22 GMT

Behind the Brand - Spiritual AF

Let's build a spiritual brand identity that slaps with meaning, edge and style. Tap into rebel energy + strategy.

A bold brand for bold souls.

Disarming Designs for Spiritual AF - Spiritual AF is the unapologetic spiritual brand run by Leah — a powerhouse woman blending numerology and Pleiadian lightwork to help clients unpack trauma, break soul contracts, and unlock their best selves. She’s not your typical crystal-hugging tarot reader. Leah wanted bold, high-end celestial vibes with none of the cliché woo-woo fluff and her branding had to reflect that One that spoke to modern mystics without falling into the cliché trap. And that’s exactly what we gave her.

In this case study, I’ll break down the strategy, creative direction and design decisions that brought Spiritual AF’s rebellious yet high-end branding to life.

The Brief
Leah came to me needing a brand identity as bold as her business name. It had to feel spiritual without falling into the stereotypical tarot card aesthetic. No hippy fonts, no pastel mandalas, no dime-store crystal shop vibes. She wanted something high-end, grounded in nature, tied to sacred geometry and the stars — a look that felt as powerful and direct as her work.

Project Snapshot

Client: Leah - Spiritual AF

Industry: Numerology & Pleiadian Lightwork

Services Delivered: Brand strategy, brand identity design, custom illustrations, social media, packaging mockups, brand guidelines, brand collateral.
Target Audience: Women aged 20–40 prioritising mental wellness, open to alternative healing, spiritually curious but craving modern, elevated brand experiences.

The Challenge

Leah’s brand needed to be:

As bold as the name
Different from stereotypical spiritual brands
High-end, polished and aligned with nature and the cosmos
Visually balancing grounded, earthy forest energy with celestial gold accents

The biggest hurdle? Navigating the fine line between sacred, spiritual symbolism and cheeky, rebellious energy without losing authenticity or attracting the wrong kind of ‘woo-woo’ vibe.

research

I started where every good brand identity should — strategy. I came up with the Brand Concept - Modern celestial meets forest grounding.

Key research areas:

• The differences between numerology, lightwork, and tarot

• Sacred geometry as a visual representation of energetic alignment

• Modern interpretations of celestial symbolism

• Colour psychology and nature’s calming influences

Creative Direction
Nature + Galaxy

Drawing inspiration from Strickland Forest where Leah grounds herself and the celestial glow of Pleiadian star systems, I anchored the palette in lush greens and luxe golds.

Sacred Geometry

To steer clear of tarot tropes, I leaned into numerology’s visual cousin: sacred geometry. These precise, beautiful patterns added spiritual symbolism in a modern, minimal way.

Design Solutions

Logo Suite

A clean, modern wordmark balanced connected subtly to show Leah's use of energy work + sacred geometry-based brandmark anchoring the brand in both ancient wisdom and contemporary design.

Colour Palette

Inspired by the greens of Strickland Forest (where Leah grounds herself) and the golden glow of Pleiadian light. Deep greens paired with rich gold and dusky neutrals reflect both earthy wisdom and cosmic connection.

Typography

Primary Font: The main font flows like the energy Leah works with — organic, fluid, connected - Tan - Mon Cheri from Creative Market

Secondary Font: The secondary typeface resembles handwritten notes, a nod to Leah’s practice of jotting down intuitive messages during client sessions - Manhattan Cocktails from Creative Market

Body : Clean, minimalist sans-serif, easy to read font - Poppins

Mockups & Brand Assets

To show the brand in context, I designed:

Instagram post layouts
Website home page concept
Product mockups: candle, essential oil bottles, tissue paper, tote bag
Custom numerology card deck
Clothing merch
Branded business cards & thank you cards

Results

Leah was thrilled with the final brand — bold, modern, spiritually connected and like nothing else in the space. The branding now speaks directly to her dream clients while reflecting the depth and confidence of her work.

What I Loved About This Project
Blending spiritual energy with rebellious attitude. Balancing grounding greens with cosmic golds. Designing bold brands for bold souls is what Disarming Designs is built for.

Key Takeaways

Whilst I dabble a little in spirituality myself it was never going to be enough knowledge to design a brand so research was key in order to be able to come up with a strong strategy and from that I could build visuals. I immersed myself in numerology, Pleiadian lightwork and sacred geometry to build a brand that was symbolically accurate, modern and true to Leah’s personality.

It reinforced how powerful a bold, authentic brand can be when it connects both strategically and emotionally with its audience.

Modern spiritual brands don’t need to look cliché.
Research is everything - learn your client’s world, and then push it.
Your visuals should reflect your voice. Leah’s brand was always going to be bold AF, and now it looks it.

Behind the Brand - by Disarming Designs

Her Fyte Club: Strategic Brand Identity Design for a Female-Only Gym

HER FYTE CLUB

Strategic Brand Identity Design for a Female-Only Gym

the problem

BUILDING A BRAND THAT FELT STRONG WITHOUT FEELING GENERIC

THE STRATEGY

FROM GYM TO COMMUNITY

THE FOUR CORE IDEAS

THE CREATIVE SOLUTION

A VISUAL IDENTITY WITH ATTITUDE

THE BRANDMARK

STRENGTH WITH HEART

TYPOGRAPHY + COLOUR

BOLD BY DESIGN

BUILDING THE VISUAL LANGUAGE

MORE THAN A LOGO

FROM IDENTITY TO SYSTEM

BUILT FOR REAL LIFE

MARKETING + SPONSORSHIP COLLATERAL

DESIGNED TO BE PRINTED

THE BRAND IN MOTION

APPAREL DESIGNED FOR THE COMMUNITY

THE RESULT

A BRAND BUILT TO GROW

Ready to get your business branded? Enquire Below

ROSA Plant Café | Café & Botanical Brand Identity Design

ROSA Plant Café | Café & Botanical Brand Identity Design

The Challenge — Combining Café Culture and Plant Retail Into One Cohesive Brand

Building a Modern Botanical Brand Identity ﻿

Using Hand-Drawn Illustration to Create Personality and Warmth

Designing a Brand Experience Across Every Touchpoint

The Outcome — A Community-Focused Brand Built to Be Shared

Looking for Strategic Brand Identity Design?

What Is Brand Identity Design (And Why Your Business Needs It)

What Is Brand Identity Design (And Why Your Business Needs It)

If you’re thinking brand identity design = logo, I need you to sit down. Because that’s only the tip of the iceberg.

Branding is more than something pretty on a website, it’s the full system that makes your business recognisable, consistent, and unforgettable.

In this post, we’ll break down what brand identity design really is, why it matters, and how a strategic approach turns a business from “meh” into instantly memorable.

What Is Branding?

What Is Brand Identity Design?

Why Brand Identity Design Actually Matters

The Benefits of a Strong Brand Identity ﻿

The Part No One Talks About (Strategy)

Common Mistakes Businesses Make

How a Strong Brand Identity Looks in Real Life

Takeaway

Ready to Level Up your Brand?

Why Your Branding Isn’t Working (And It’s Not Your Logo)

Why Your Branding Isn’t Working (And It’s Not Your Logo)

Most people think their branding problem is their logo.

So they redesign it.

Tweak it.

Change the colours.

Maybe even run to Canva or some AI tool hoping it’ll magically fix everything.

It doesn’t.

Because the problem was never the logo to begin with.

It’s consistency.

And it’s the one thing quietly killing more brands than bad design ever will.

Behind the Brand - Unpacked Brand Identity Case Study | Packaging & Strategy Design

Unpacked Brand Identity Case Study

Turning confusion into clarity through strategic branding + packaging design.

The Problem: When “Healthy” Becomes Confusing

The Goal: Make Simple Feel Powerful

Strategy: Designing for Clarity, N ot Clutter ﻿

Strategy: Designing for Clarity, Not Clutter

Packaging Design: Where Strategy Meets Reality

The Solution: A Brand That Builds Trust at a Glance

The Outcome: Clarity That Cuts Through

Behind the Brand - IGNITE Powersports - A Future-Proof Visual Identity Designed to Scale

IGNITE Powersports

A Future-Proof Visual Identity Designed to Scale

THE CHALLENGE

MY ROLE

Strategy First, Always

Typography & Font Pairing

Custom Illustrations & Brand Assets

Icons + Brand Patterns

Final Thoughts

The Visual Identity

Ready to get your business branded?
Enquire Below

Building a Modern Botanical Brand Identity

What Is Brand Identity Design
(And Why Your Business Needs It)

The Benefits of a Strong Brand Identity

Turning confusion into clarity through strategic branding
+ packaging design.

Strategy: Designing for Clarity, N ot Clutter

Creative Direction
Nature + Galaxy

What I Loved About This Project
Blending spiritual energy with rebellious attitude. Balancing grounding greens with cosmic golds. Designing bold brands for bold souls is what Disarming Designs is built for.