All You Are
All You Are is a wellbeing community for high flying Millennials who are either burned out from work or are seeking an active break from the city. At the heart of All You Are is their retreat space in Bali, a space nestled on the cliffs at Uluwatu that has been carefully designed to provide rest, recovery and inspiration to guests. They approached us seeking a branding agency that could translate their vision into a cohesive and sophisticated brand identity.
Logo concept
A core part of the brief was to create a visual brandmark that could be applied to all the club’s signage, in-retreat goods such as yoga mats, water bottles and organic toiletries. We researched symbols that represented wholeness, self and wellbeing in various cultures and found that a high number of them utilised a circle. We also wanted the resort’s coastal location to play a role in the logo, and we developed several concepts on the theme of the sea and wholeness until we noticed the similarity in forms between the shape of a crashing wave, a rolled-up yoga mat and the ancient symbol Enso. We had found our winning logo concept.
Crafting the Perfect Brand Identity
We spent some time exploring typography that would give the correct balance of luxury and modernity to appeal to the target audience (ambitious and affluent Millennials, including entrepreneurs, lawyers, financiers and those working for tech startups). We also used high fashion style imagery and clever messaging to create intrigue and interest in the resort, helping to position All You Are as a premium wellness brand.
Colour
Having conducted competitor analysis, we found that the market was saturated with turquoise toned brands – this makes sense from a colour psychology point of view (turquoise is connected to serenity & emotional balance) and the connection to the ocean is obvious. However, we knew we’d have to buck this trend to have a chance of standing out and looking distinct.
So instead, we took inspiration from the world of luxury hotels for our colour palette and ended up with a neutral palette of beige and deep aubergine. The result is branding that is sophisticated, elegant and modern with an inviting warmth thanks to the nuanced colour palette.
“It was a pleasure working with Cara and her team. Everything was kept to schedule and revision requests were accommodated. The video calls and brainstorming really helped to evolve the concept and meant that we ended up with a refined brand that satisfied all requirements in the brief. I never felt rushed into making creative decisions and would recommend to others.”
— Stephen Teasdale, Director, All You Are, Bali