Atone Lab | Brand Identity for At-Home Pilates Brand

Atone Lab is an elevated at-home Pilates concept designed for the modern wellness enthusiast. The goal was to create a brand that felt feminine, approachable, and sophisticated while balancing movement, mindfulness, and everyday luxury.

Logo suite

Color palette + typography

Brand Style Guide

Mockups

Mat Label & Design

Social Media Content Direction

We wanted Atone Lab to feel like more than a Pilates brand. The visual direction blends wellness, fashion, and lifestyle references to create a brand that feels elevated, feminine, and effortlessly chic. Warm neutrals and soft pinks bring approachability, while rich browns add depth and sophistication.

We drew inspiration from modern wellness and Pilates brands when designing the logo system. Because the brand is product-focused, we prioritized clean horizontal and stacked wordmarks that would remain recognizable across a variety of applications, from Pilates mats and merchandise to social media.

To bring the identity to life, we explored a series of Pilates mat colorways using the brand palette and developed a label for the product line.