Live Healthillie
TIMELESS - SPORTY - CLEAN
DELIVERABLES:
Brand strategy
Brand identity design
Print collateral design
Merchandise design
Social media awareness
Inspired by her personal health journey, fitness & nutrition coach Illie pivoted her influencer career and launched her own e-commerce brand in 2021. Focusing on providing healthy product swaps, Live Healthillie filled a gap in the market that was vastly underrepresented, and the business quickly found huge success. Live Healthillie approached Haven Studio wanting a rebrand that would satisfy their current female-focused market, while encouraging more men (specifically, men interested in fitness and bodybuilding) to shop at the store. They were also keen to expand the brand in the future with a product line, gym and potential app.
Haven Studio tackled the first part of the brief head-on with an in-depth look at Live Healthillie’s two target markets. Despite being vastly different with their interests and hobbies, we were able to find some key similarities between the markets that meant we could design a brand that would attract both. By working in a clean, typography-led style inspired by classic wellness and fitness culture, we were able to create a brand that felt timeless yet on-trend for today’s design-conscious millennial market. The new branding was met with approval by Illie’s current audience of wellness-minded women, while attracting fitness-focused men with its unisex, collegiate feel. By keeping the brand minimal and including flexible, dynamic sticker elements, the brand can evolve with the business and easily keep up with any future additions to the business. The stickers, featuring common brand phases, were turned into Instagram GIFs, which are now regularly used by Illie’s followers. These stickers encourage brand interaction and have increased brand awareness and customer loyalty.
