BeNovi Wellness App & Branding

The premium wellness market is growing, but finding credible retreats, health programs, and practitioners often remains fragmented and unclear. Many digital marketplaces compete on volume and discounting, which can weaken the positioning of premium providers and leave clients with too much conflicting information.

BeNoVi was conceived as a more considered alternative: a curated marketplace and community bringing together verified wellness retreats, structured health programs, and elevated experiences.

BeNoVi needed to earn the trust of clients investing in premium wellness experiences, while giving independent practitioners a digital environment that protected their own brand equity.

Visually, the brand needed to move beyond familiar wellness cues such as earthy palettes and bohemian styling. The founder described the intended atmosphere as “Soho House meets Santa Monica”: calm, contemporary, and refined. The challenge was to balance quiet tranquility with modern luxury.

Brand identity and core mark Create a modern, minimalist wordmark with a subtle leaf accent on the letter “i,” expressing vitality, rejuvenation, and natural living. The identity was grounded in three brand pillars: be, nourish, vitalize.

Color and visual system Develop a restrained color system combining charcoal tones, Aztec Black and Outer Space, with softer neutrals, Edward, Luna Light, and Mint Cream. Shamrock green introduced a focused accent, bringing energy to an otherwise calm palette.

Interface design Design content-first iOS and iPadOS interfaces from client-provided wireframes. The layouts supported discovery, daily featured selections, transparent pricing, and direct-deposit booking flows.

Design standards and scalability Define typographic hierarchy and layout principles that could bring diverse retreat imagery and practitioner stories into one coherent system, without diluting the platform’s visual quality.