Maria Lains is a Portuguese Nutritionist who needed her personal brand to convey the values she stands for: Positivity, Vitality and Fullness.
She says her patients go through a journey of transformation with her, on their own initiative trying to change habits towards a healthier lifestyle. She helps them not only from a nutrition point of view but in an all-around guidance. In this inner process that includes mindset and health, Yoga and Meditation are activities that Maria practices and encourages and that play an important role on her Logo and Brand Identity.
Identifying the pain points her patients go through when they think of a Nutritionist, I tried to escape the ideas of restriction, struggle, fear and punishment. When thinking about what her clients should feel, I focused on well-being, positive vibes, health and happiness.
With the help of Illustrator Marta Castelão – she’s also a kick-ass tattoo artist! Check out her work and art on instagram @malu.ttt – we design a series of original illustrations, with food and nutrition elements, to depict these concepts.
Using the orange as the logo’s main element, as Maria requested, I created a lotus flower from orange leaf illustrations to include the Yoga, Meditation and Mindset concepts.
The orange, pomegranate, mint, wheat and water patterns – with Marta’s original illustrations – and the consequent creation of a secondary color palette, reinforce the identity in a colorful and joyful matter.
The chosen typography reinforces this as a personal brand, with the hand-lettering typeface strenghthening Maria’s personal stamp.