Fitness, Health and Beauty
Wedge’s Bastét toothpaste brand design makes absolutely no sense for its category – and perhaps that’s what makes it so utterly gorgeous
“Nano-hydroxyapatite” isn’t exactly memorable – it takes a few tries to even attempt to figure out how to say it, and I’d wager that there aren’t too many people who can tell you what on earth it is, beyond “some sort of chemical, probably?” One thing that is memorable, however, is the brand identity for Bastét – a new oral...
Mother Design gives psychic platform Keen a 90s New Age sensibility for the digital age – and it works beautifully
Arguably, we’re approaching a time that could be seen to be ‘post-woo-woo’ – as in, those things that have long been dismissed as daft; the preserve of silly women and charlatans and people whose lives revolve around cats and an unmistakable whiff of Nag Champa – are becoming increasingly acceptable. With the concept of ‘wellness’ now well and truly established...
Studio Blackburn’s new identity for folding bike icon Brompton cements the brand’s place in British engineering heritage
Pretty much the one and only memorable brand name when it comes to bikes you can fold up and carry around, Brompton – as its thoroughly British name might suggest – was founded in England in 1975 by engineer Andrew Ritchie, who developed the first prototype in his West London flat. The original Brompton bike design specifically looked to tackle...
Industrial, conceptual, and starkly beautiful: DutchScot’s branding for SF sauna and cold plunge, Fjord
Fjord is a new floating sauna and cold-water plunge experience moored in San Francisco Bay’s Sausalito area. Rather than being exclusively positioned as a wellness-type experience, instead it looks to float, as it were, somewhere between architecture, hospitality and outdoor recreation. It’s a very modern take on the centuries-old tradition of saunas and how they’re used – the shift between...
Pentagram’s designs for male health brand Rugiet are unabashedly phallic, but they work
One of the more hilariously on the, er, nose identities I’ve seen in recent times here in the form of Pentagram New York’s work for Rugiet, a men’s health brand offering personalised, clinically-backed treatments sold exclusively online. Formerly better known as Rugiet Health, Rugiet was founded in Austin, Texas, in 2020 as a telehealth company. Back then, the company was...
Exemplary brand collabs don’t compromise: the joyful designs for Midnight Hotdog ‘dog fur mist’ by SMLXL
Back in February, we covered a project that was so delightful I still think of it often (not least thanks to its utterly ridiculous, ingenuously earwormish jingle): HotDog, with its branding by SMLXL. There was, and is, so much to love about this identity: there’s the logo formed of two dogs, one sniffing the other’s bum, reduced to its most...
Creative Spark’s bold, no nonsense identity for hair loss brand Leo
Leo is billed as a “hair rejuvenation brand”, founded by duo Jason Saks (who carries the rather sweet, and quite funny job title of Director of Hair Loss) and his son Joe, with the broad aim to make hair loss feel “less isolating and less complicated”. According to Manchester-based design agency Creative Spark, which has created the superb new identity,...
Six Six by A Friend of Mine
Six Six is an eyewear store and optometrist based in Melbourne, which opened early this year with the aim to be “more like a destination than a store”. Tasked with creating the brand identity to make that happen was A Friend of Mine, or AFOL for short (Embla, Great Wrap, Suupaa), a brand design studio also based in Melbourne which...
Nu-clear your skin
Juana is a Dubai-based company creating CBD-based “bioactive” skincare, founded by Yann Moujawaz Martini, a French-born entrepreneur with Syrian roots and a background in brand strategy or – as he himself put it in an interview – “a decade designing multibillion-dollar wellness and medical tourism mega-projects for governments and Fortune 500s”, after which, he says, he “flipped the script” and...
Cute, curious and cuddly
Fitness and health tracking apps are not generally known for their sense of fun. The likes of MyFitnessPal, while great in terms of functionality, for the most part, keep the design stuff resolutely serious, no-nonsense, and perfunctory. Meanwhile the likes of Strava elicit joy through very few things, the main one being when people decide to run in a shape...
Free your mouth
You don’t really hear the word ‘quip’ all that often – it feels somewhat antiquanted in a way, a little eccentric, somehow very English. The sort of thing gracing the cover of the sort of book someone bought as a gift for someone they don’t really know very well, nor particularly care about – maybe 101 of Oscar Wilde’s Wittiest...
Equipped for Life
The protein market has absolutely boomed in recent years – a trend that doesn’t look as though it’s going away any time soon: a 2025 survey from the US-based International Food Information Council (IFIC) revealed that the most common diet that Americans followed in the past year was “high protein”, and that consumers use “good source of protein” as the...