A confident and powerful brand identity for Soot Wellness.
Deborah and Sian, the mother and daughter team at the heart of Soot, have been carefully planning the relaunch of their family business for quite some time. They’d ran a successful salon in Lichfield for a number of years, but the time had come to reassess, and let the business bloom into something new.
The reimagined Soot is a wellness and lifestyle brand, bringing affordable, luxury brands and services together to create a holistic wellness space that, above all else, values inclusivity and community. With over 30 years of experience, Deborah and Sian have reimagined their brand to champion small, local companies, and create a personal in-house experience that is rooted in quality and knowledge. From the beginning, we were striving to create a market leading and visionary brand identity that would resonate with consumers that are looking for quality and experience; a brand that feels luxurious and radiant, but also practical.
We kept coming back to three key words; bold, exceptional, aspirational. We used the Winter brand season, amongst some other prompts, to create a brand strategy that was brave and uncompromising, acting as the North Star for the whole brand. The final concept is a strong, luxurious, and fun visual identity that embodies everything that Soot is; an inclusive wellness brand that is bringing affordable luxury to the table.
We made a conscious choice to create a type-based logo that feels stylish and contemporary, but pair it with a more traditional, refined serif typeface that feels sophisticated and high-end. We chose a really nice combination of typefaces that compliment one another, create a lovely hierarchy and, together, they create something that feels really well considered. The high-contrast of the logo typeface feels retro, but the sharp edges create something that is a little more daring and pushes the boundaries. This links back beautifully to Sian’s vision for the store renovations, which began back in Autumn 2022.
A big part of this collaboration was the imagery. We carefully collected a gorgeous selection of brand images, to create a visual identity that feels radiant and luxurious. It’s incredible how much of an influence imagery can have on how a brand feels to your audience, and we wanted something that felt aspirational yet inclusive.
There is still much more to come from Soot, including various product ranges that have already begun to launch, and you can stay up to date with all of the news at www.sootwellness.com. If you happen to be local to Lichfield, you can visit them in person at Bolt Court.
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