Not every concept is meant to be used but every concept plays a role. When we began crafting the brand identity for Abōde Skin & Wellness, our goal was to bring their vision to life: a sanctuary where self-care feels as natural as coming home. We explored multiple directions, each designed to capture the essence of luxury, authenticity, and holistic wellness. This unused concept was one of those explorations. While it didn’t make the final cut, it was a stepping stone that helped us refine the brand’s voice and visual story. It taught us what felt right for Abōde and, just as importantly, what didn’t. Branding is a process of discovery. Every iteration, even the unused ones, brings clarity and brings us closer to creating something truly aligned with the heart of the brand.