9 Modern brand identities that will inspire you

Brandspiration

Jul 26

A strong brand identity goes far beyond just a logo. The most memorable lifestyle and wellness brands know how to create an entire visual universe — from color palettes and typography to layout and content style — that speaks directly to their audience.

In this post, I’m exploring the visual identity and graphic design of nine modern brands that stand out. Each one has its own unique voice, shaped by thoughtful design decisions that reflect its values and purpose. Whether you're building a new brand or refining an existing one, these examples offer insight into what makes a brand visually powerful and emotionally resonant.

01. THE CALMM STUDIO / Link

Visual Identity: The CALMM’s brand identity centers on serenity and holistic wellness. It’s visually designed to create a feeling of inner balance and calm.

Color Palette: Soft neutrals, pastel lavender, blush, sage green, and off-white tones dominate. These hues evoke peace, mindfulness, and emotional safety — aligning with their values of slow, conscious living.

Typography: Likely uses a gentle serif or elegant sans serif with rounded edges — clean, light, and spaced out to allow visual breathing room. Typography is not loud or bold; it's soft-spoken, yet refined.

Graphic Design: Minimalist layouts with ample white space. Natural imagery (plants, sky, water), subtle gradients, and soft shadows help convey relaxation and warmth. The brand might incorporate delicate line illustrations or subtle patterns that mimic nature’s flow.

Our Newport studio.A place you can take control of your time. Hold space for yourself. Give back to your body. Book your next massage..jpg

What’s the go with tight traps Those muscles we all seem to hold a little tension or stress in.We can look at our traps from 2 perspectives, physically and energetically. Physically, a lot of us are now spending large amounts of time seat.jpg

02. AG1 / Link

Visual Identity: AG1 is performance-oriented and science-backed. Its branding combines functionality and energy while maintaining a clinical yet approachable vibe.

Color Palette: Bright, saturated greens with supporting hues like black, white, and hints of electric blue or citrus. The vibrant green symbolizes vitality and growth while setting AG1 apart in a crowded wellness space.

Typography: A bold serif font is used for authority and contrast. Strong all-caps headers paired with minimalist sans serif body text create a high-impact, informative visual rhythm. Text layout is structured, grid-based, and often modular.

Graphic Design: Clean, grid-aligned compositions with iconography, infographics, and simple motion graphics (especially in carousels and Reels). Educational but never boring — vibrant visuals mixed with bold copy and product-in-action photography.

It’s true.It’s a natural chain- heavy metals in the soil make it into the plants, and the plants become the powders that make up so many micronutrient- and phytonutrient-rich supplements.We are all looking to make sure what we put in ou.jpg

Nobody asked us to do it. But we did it anyway. We’re constantly innovating and upgrading AG1, and we’re so proud of AG1 Next Gen, a clinically-backed formula we’ve invested millions of dollars (and almost as many hours) in. With (2).jpg

03. BAINA / Link

Visual Identity: BAINA is where modern luxury meets organic living. The identity is quietly confident — it doesn’t shout; it whispers quality.

Color Palette: Warm creams, off-white, clay, and subtle olive or charcoal. These tones speak of calm, craftsmanship, and comfort.

Typography: Likely a geometric or modern serif font with balanced proportions. It’s elegant but not overly decorative — fitting the “designer minimalism” space. Tracking is often loose, giving space and weight to words.

Graphic Design: Editorial-style layout. Photography is central — often full-bleed images of folded towels, minimal bathrooms, textures, and water. A focus on tactility. Typography plays a supporting role, and hierarchy is very intentional.

“I bathe to reset my mood and energy - to centre myself. Depending on the time of day, I can bathe to awaken or to relax, but it’s always a ritual to aid in returning to self.” - @eloraaaaaBAINA Bathe Volume 23. featuring digital and .jpg

Elevate the daily bathing routine.shopbaina.com.jpg

04. BRUXA / Link

Visual Identity: BRUXA’s identity is moody, sensual, and mysterious. The brand embraces shadows, emotion, and texture.

Color Palette: Dominated by deep blacks, forest greens, rich browns, and burgundy. Accents of muted gold or copper may appear, adding warmth and drama.

Typography: Modern serif fonts with contrast — possibly with unique ligatures or slightly unusual kerning. Sometimes paired with thin sans serifs for visual contrast. Layouts often feature large quotes or poetic phrases in dramatic spacing.

Graphic Design: Grainy textures, layered images, cinematic lighting. Black space is used intentionally to frame and isolate elements. There’s a raw, intimate editorial feel — like an indie magazine meets a dark romance novel.

Skincare-Grade, Always.We believe your intimacy rituals deserve the same intention as your skincare. That’s why our formulations are made with skincare-grade ingredients—gentle, nourishing, and thoughtfully chosen for the most sensi (1).jpg

05. KINFILL CARE / Link

Visual Identity: Kinfill is eco-modern and functionally aesthetic. The identity is calm but contemporary — a mix of sustainability and sleek urban life.

Color Palette: Earthy neutrals, glass greens, sand, and stone. The hues reflect nature but are always styled in a polished way.

Typography: Clean sans serifs — likely modern grotesque or neo-grotesque families. The typography is utilitarian but balanced, used in small sizes and in structured blocks.

Graphic Design: Strong use of negative space, moodboard-inspired visuals, and product photography styled within architecturally minimal homes. Layouts are light, modular, and editorial. Icons are often line-based or micro-animated.

Did you know that yoga mats and gym equipment contain more bacteria than many common surfaces Keep the germs in check with our Yoga Mat Cleaner. Made with clean, safe ingredients, it leaves your mat and gym gear refreshed, fragrant, and rea.jpg

A cycle worth keeping. Refill, reuse, repeat..jpg

06. HURS MEDIA / Link

Visual Identity: Bold yet refined. HURS Media creates a structured, powerful presence through a mix of confidence and elegance — perfect for a platform about women’s voices and stories.

Color Palette: Strong navy or royal blue paired with cream beige and soft peachy neutrals. The palette communicates trust, sophistication, and clarity.

Typography: A sharp serif with editorial roots, used in large sizes. Paired with a clean sans serif for body content. There’s a sense of authority in the headlines and an openness in the supporting text.

Graphic Design: Layouts are often modular and structured, featuring quote blocks, portraits, and consistent margins. There’s a mix of story-telling content and design-forward composition. Brand uses high-quality photography and intentional asymmetry for modernity.

This was the power lunch reimagined- women from across art, fashion, design, and media gathering at a long table, not to network, but to talk. Properly. The original power lunch was exclusive by design. This one is selective by intention. W.png

@amelieduchalard didn’t wait for the art world to open its doors—she built her own. Her gallery feels less like a white cube and more like a collector’s home. Championing materiality and unapologetic beauty, she works with artists acr.png

07. REOME / Link

Visual Identity: REOME is clean, quiet, and intelligent. It’s a skincare brand that leans into minimalism and emotional calm.

Color Palette: Soft beige, gentle green, ivory, and transparent layers. The color strategy is built to soothe and support — echoing the skin’s natural tones and organic textures.

Typography: A blend of thin sans serif fonts and editorial-style serif fonts. Font pairings are understated, clean, and balanced. You may see all-lowercase titles for a more gentle tone.

Graphic Design: Structured carousels, clean iconography, and understated textures. They use close-up skin shots, ingredient visuals, and soothing lighting in reels. There’s a focus on education, with graphics that feel like pages from a premium wellness magazine.

We are delighted to announce that REOME is now available to shop at Niche Beauty—Germany’s foremost beauty platform. The Hamburg-based retailer arrived in 2011 to provide a direct line to luxury beauty’s most innovative brands. Now ho.jpg

08. HINU / Link

Visual Identity: HINU radiates natural beauty and grounded energy. It brings nature into the heart of haircare.

Color Palette: Rich greens, sun-warmed golds, amber, and terracotta. The palette reflects the earth and nature’s healing properties.

Typography: Elegant serif or a nature-inspired organic typeface — soft curves and slightly humanist forms. Combined with neutral body text in a clean sans serif.

Graphic Design: Lifestyle photography in lush, natural environments. Long hair in movement, grainy edits, and soft shadows. Their content blends inspiration with storytelling, using warm light and relaxed compositions to mirror slow, conscious living.

sunday rituals @madeleinelumley - matcha- coffee- the ocean - chia pudding - head massage - moments in the sun - family cook up.jpg

“My relationship with my hair runs deep. It knows me better than most, holds my secrets, carries my memories, and reflects how I express myself. It’s been there through every version of me and shaped so much of the woman I’ve become. .jpg

09. FORMAJE / Link

Visual Identity: FORMAJE’s design language captures heritage, craft, and gourmet sophistication — deeply rooted in European food culture.

Color Palette: Buttery yellows, cream, charcoal, and hints of wine red or blue-gray. These tones feel artisanal, honest, and tactile.

Typography: A modern serif with calligraphic undertones, evoking tradition. Often paired with elegant uppercase sans serif text in body content. The tone is upscale but warm — like a heritage brand reborn for today.

Graphic Design: Studio-style photography with rich textures: wood, linen, marble. Product names and tasting notes may be printed in small serif text. Imagery often mimics art books or high-end food journals. Layouts are classic, yet elevated.

Nuestra suscripción mensual está diseñada para quienes consideran que tener buen queso en casa debería ser una constante innegociable. Para ellos, diseñamos cada mes una selección de quesos estacionales (algunos, de acceso exclusivo p.jpg

Formaje nace para ser un facilitador entre la artesanía del queso y quienes lo disfrutan en sus hogares. Creamos experiencias significativas entre el queso y una creciente comunidad de clientes sensibles al orígen y filosofía que se esco.jpg

Each of these brands demonstrates that visual identity is not just about looking good — it’s about communicating clearly, building trust, and creating emotional connection. Through consistent design systems, strategic use of color, and thoughtful typography, they’ve built visual experiences that align perfectly with their mission and audience.

Whether you’re a founder, designer, or creative entrepreneur, studying these details can inspire stronger, more intentional brand choices.

Want help designing a brand like this?

Contact me by email voy.arina@gmail.com to work together or browse ready-made templates at thevoyshop.com.

Stay inspired — and build something beautiful!

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