ABOUT THE BRAND
Midnight's rebrand signified a shift in their business, transitioning
from a fitness focus to holistic, natural supplements and mindful living accessories.
The revamped brand now includes coaching sessions and a safe space for women dealing
with weight loss or mental health challenges. Seeking a professional brand identity,
Midnight aimed to reflect their new values and purpose, moving away from a DIY approach.
DESIGN DECISIONS
Our design strategy centered around modern, playful, and
visually appealing elements. Choosing muted yet uplifting colors, we emphasized
the brand's positive personality. A minimalist logo suite, combined with a clean
and timeless design, maintained a playful balance. To attract a wider audience and
increase brand recognition, we developed engaging branded collateral and social media templates.