MELBOURNE WELLNESS is a natural therapy centre specialising in naturopathy, nutrition, holistic skincare and mindfulness.
The client came to us with an aspiration of attracting more men to the clinic, conscious that the previous identity felt overly feminine, and a deterrent to men engaging them. We set out to create an identity that was neutral in tone and gender, and inclusive for all.
The concept behind the interlacing ‘M’ and ‘W’ monogram derives from the clinic’s key objective to service both men and woman equally. Apart from the obvious 'Melbourne Wellness' abbreviation, the monogram's form was chosen to be reminiscent of a DNA chain, with the ‘M’ and ‘W’ harmoniously interlinked.