Wellnest
In a category obsessed with beige, we gave wellnest a pulse.
Wellnest Studio set out to redefine what a Pilates and wellness brand could look like — one that trades the industry's muted, beige sameness for genuine personality. Cove was engaged to build the identity from the ground up: strategy, visual system, and guidelines built to carry Wellnest across studio, social, and every touchpoint in between. Drawing on 90s and early-2000s sport-luxe references - Princess Diana off-duty, vintage convertibles, classic varsity colourways -we shaped a brand that feels dynamic, community-first, and a little quirky, built to move as freely as the practice it represents.
Client:
Wellnest
Year:
2025
Industry:
Health & Wellness
Brand Strategy
Brand Identity
Creative Direction
THE CHALLENGE
An industry dressed in the same beige uniform.
Scroll through any Pilates studio's feed and you'll find the same muted palette, the same clean sans-serif, the same soft-focus stretching shot. It reads as premium - but it also reads as interchangeable, with nothing to tell one studio apart from the next.
Wellnest wanted the opposite: a brand with a pulse. Bold enough to own its own colour story, warm enough to feel like community, specific enough that no one could mistake it for anyone else.
Muted, beige sameness
Indistinguishable identity
Cliquey studio culture
OUR APPROACH
DISCOVERY
Start with the community, not the colour palette.
Before a single visual decision was made, we mapped Wellnest's DNA — five brand values (community, health & wellness, fun, innovation, empowering & passionate) and five aesthetic directions (versatile & clean, unique, dynamic, vintage, quirky) drawn from founder input and a deep audit of the wellness landscape.
STRATEGY
Carve out a lane the beige brigade wouldn't touch.
Rather than compete inside wellness's muted-tone consensus, we positioned Wellnest around a 90s and early-2000s sport-luxe influence — think off-duty Princess Diana, vintage convertibles, varsity colour-blocking — giving the brand a nostalgic yet completely unclaimed identity in its category.
DESIGN
A wordmark built to move.
The identity centres on a bold, flowing wordmark — the looping "W" echoing the movement of the practice itself — paired with a punchy palette of burgundy, navy, pale blue and lemon, and a type system built for contrast: a heavy display headline softened by a light, editorial body face.
DELIVERY
A complete system, ready to scale.
Wellnest walked away with a full brand identity system — logo suite, colour and typography guidelines, and a flexible visual language ready to carry the studio across its space, social channels, apparel, and everything in between.
One mark, built to move.
The Wellnest monogram takes the brand's looping W and folds it into a standalone icon — compact enough for a cap or a studio door, dynamic enough to feel like it's always mid-movement. It's the kind of detail that turns a logo into something people actually want to wear.
We would not be where we are without this recommendation to work with Cove Studios for my business rebrand. It is amazing how they bought the rouge, unrelated different visions & inspiration to life. The end result is UNPARALLELED. Their depth of knowledge over a diverse range of industries is so vast & a testament to the success of their work. We saw immediate growth in our business. Day 1 of implementing the rebrand. It is because of this rebrand that our business has completely transformed. As a client, I felt wholly supported & understood in the process. It felt easy to let Cove Studios take the lead, and as a small business owner it is SO hard to do. Cannot recommend enough. 100/10. We are obsessed! No question that if we were to open another business, we would be praying that Cove Studios has availability.
Kate
A brand that finally has a pulse.
By trading wellness's muted sameness for a genuine point of view, Wellnest proves a studio doesn't have to whisper beige to feel credible — it just has to know exactly who it is.
OTHER PROJECTS
View All Projects
Ready to build something bold?
Let's create a brand that moves your business forward:
Work With Me
View More Work
