Brand

ELMNTL Brand Identity & Brand Book

A complete brand identity and brand book for a personalized wellness company redefining functional medicine.

Client: ELMNTL
Industry: Wellness
Role: Brand identity and creative direction
Year: 2025
Services: Brand identity, Creative direction, Brand strategy, Logo and visual identity, Brand guidelines

The problem

ELMNTL set out to redefine how the world perceives functional medicine and wellness. A brand making that claim needs an identity system — not just a logo — that can carry the ambition across every touchpoint.

Background

ELMNTL is a personalized wellness company combining functional medicine, alternative therapies, education and health-tracking technology — with a mission to make medicine personal, inspiring and undeniably cool.

A brand claiming to redefine wellness needs an identity system that carries that ambition: a mark, a voice, a color system and typography that hold together across every touchpoint, documented well enough that anyone can apply them.

Objectives

01
Build a complete identity: mark, color system, typography and voice
02
Codify the brand in a book anyone can apply consistently
03
Balance clinical credibility with an energetic, aspirational tone

Audience: Health-conscious consumers — from prominent figures to people just beginning a wellness journey.

Process

Planning, strategy, execution.

01Planning
Strategy before style
Planning defined what the brand had to say before deciding how it should look — mission, vision, values, taglines and tone.
- Mission and vision statements anchoring the identity
- Five core values: disruption, optimization, accessibility, empowerment, wellness redefined
- Brand tone set as bold, energetic, positive and relatable
02Strategy
A system, not a logo
The strategy built the identity as a documented system so every future application stays on-brand without guesswork.
- Geometric diamond mark with layered outlines suggesting transformation
- Obsidian and mist as core tones, with lime flux and ember as restrained spot colors
- Geometric main type paired with Montserrat for warmth and legibility
03Execution
The brand book
Execution delivered a full brand book codifying identity, color psychology, typography and usage so the system scales with the company.
- Logo and visual identity standards
- Color system with psychology rationale and hex references
- Typography documentation across weights and styles

Creative approach

The identity is built on a geometric diamond mark — layered outlines suggesting transformation — set against a grounded obsidian-and-mist core palette, with lime flux and ember reserved as spot colors for emphasis and calls to action.

Core values, taglines and brand tone are defined alongside the visuals so the brand reads the same in a mission statement as it does on a campaign headline — disruptive, innovative, aspirational, empowering, vibrant.

Typography pairs a geometric sans for main type with Montserrat as a secondary voice, giving the system both authority at display sizes and warmth in body copy.

Everything is codified in a brand book — logo usage, color psychology with hex values, typography rationale — so the identity stays consistent as the company grows.

The work