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Raíz Studio is a conceptual project created to explore a real problem in the wellness industry. This is not a real brand.
📍 The problem
Yoga studios tend to fall into one of two traps: too spiritual or too fitness-oriented. Neither connects with the urban woman in her 30s who's looking for a genuine space to pause in her week.
🔥 The challenge
A brand that feels warm without being naive. Sophisticated without being cold. One that builds trust before anyone walks through the door.
🧠 The process
Positioning first, symbol second. The result is an inverted root with a seed at its base. The root growing upward instead of downward represents the inner growth yoga proposes — not an external goal, but a movement inward. The seed is the human figure: the origin of the entire system.
🚀The proposal
Organic variable-stroke logomark, Cormorant Garamond, an earthy beige palette. System built on an 8-point grid. A tone of voice with no exclamation marks and no performance language.
🙌The result
An identity the brand can use on its own, without relying on the designer for every piece.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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Just wrapped up one of my favourite projects recently for EnergyCentral's brand refresh and I am OBSESSED with how this direction has come together
Final creative dropping soon but for now here is a teaser of one of the many creative concepts that I created early on.
Still love the overall vibe of this one. Some styling made it into the final though!
This is sooo STUNNING
Not a wellness brand. Not a ritual brand. A confrontation.
Kabuki mask as icon. Brushstroke logotype as war cry. One idea: obsession has a taste.
Your brand guidelines were broken before AI touched them.
Everyone's panicking about AI generated content going "off-brand." Entire companies are being built to solve this problem. 43% of marketers say their biggest headache is keeping AI outputs on-brand.
But your brand was already off-brand.
Before ChatGPT. Before Midjourney. Before any of it.
Your sales team was writing emails that sounded nothing like your website. Your product team was shipping UI that contradicted your marketing. Your CEO was posting on LinkedIn in a completely different voice than your brand deck.
The problem was never AI. The problem is that most brand guidelines are a 100 page PDF that nobody reads, built by a designer who never talked to sales, approved by a CMO who left 18 months ago.
AI didn't break your brand consistency. It just made the inconsistency impossible to ignore because now there are 10x more touchpoints moving 10x faster.
The fix is building a brand system that actually works on real surfaces such as your website, your product, your outbound and not just in a Figma file nobody opens.
That's what we build at Bright Studios. The brand identity AND the website, shipping together. Because a brand that doesn't live on surfaces doesn't live at all.
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