AEL is a visual identity

AEL is a visual identity developed for a practitioner working in soft healing and holistic support. The brand was built around the idea of retrouver son axe — returning to one’s center.

The challenge was to create an identity that could feel calm, grounded, and emotionally safe without becoming clinical or overly spiritual. Instead of using familiar wellness tropes, the visual direction focuses on presence, silence, and reconnection through a symbolic logo, a restrained color system, and spacious composition.

The final identity includes:

logo system

color palette

typography pairing

moodboard

vertical and horizontal lockups

AEL is designed to feel quiet, human, and steady — a brand that supports rather than performs.