wellness studio brand

In Bloom

Behind the Brand

In Bloom is a wellness studio concept dedicated to supporting women through every season of life, with a particular focus on antenatal and postnatal care. Designed to feel approachable, inclusive, and deeply supportive, the brand balances warmth with professionalism, creating a space where women can nurture their mental, physical, and emotional well-being. Through both in-studio and online offerings, In Bloom invites women to grow – in confidence, in strength, and in connection with themselves.

Project Scope

Brand Design
Website Design

Project Overview

Taking you behind the scenes to how we brought this brand to life.

From the beginning, the priority for In Bloom was clarity and care. The brand needed to feel accessible to women who might be new to wellness, while still inspiring trust. To achieve this, I chose a warm, feminine colour palette paired with imagery that felt natural and personal. This balance created an identity that feels inviting, reassuring, and inclusive.
Approachability was woven into every design choice. A rounded sans serif font with softened imperfections gave the logo a friendly and supportive character, while a handwritten accent added a human, personal touch. The overall aesthetic feels polished yet kind – professional without ever being intimidating.

Growth is at the heart of In Bloom: both the physical growth of pregnancy and the personal growth that comes from investing in well-being. This theme appears throughout the identity – from customised letterforms in the logo, to soft gradients and gently rotated text that suggest movement and evolution. The vine-inspired brand pattern further reinforces this sense of natural, imperfect growth in a way that feels organic and hopeful.
The result is a brand identity that feels nurturing and empowering in equal measure. In Bloom creates a visual and emotional space where women feel supported, encouraged, and seen – a brand that grows alongside them, whatever stage of life they’re in.