Client: Serotonin Toronto

Industry: Wellness · Holistic Lifestyle · Natural Self-Care

Deliverables: Logo System, Brand Identity, Icon Suite, Visual Direction, Packaging Design

Serotonin Toronto is a wellness brand rooted in holistic living, mindfulness, and the power of nature. Creating products that blend the traditions of aromatherapy and herbalism to support your mind, body, and soul. Encouraging rest, reflection, and positive well-being.

My aim as the brand designer was to craft a visual identity that:

Captures the serotonin tagline "Inspired by the Sun".

Blend organic textures with modern minimalism.

Establishes a cohesive tone across the logo, typography, color palette, and iconography.

Feel instantly recognizable.

One of the main challenges was balancing:

The brand needed to feel scientifically inspired (like wellness with purpose), but also warm and human.

Visually, I needed to combine the vibrant energy of the sun with the grounded calm of botanicals without one overpowering the other.

Creating icons that felt hand-drawn, while remaining scalable and modern for digital use.

To bring the vision to life, I developed a sun-centered logo system symbolizing growth, renewal, and serotonin we get naturally from the sun.

The primary logo Icon features a sun with rays inspired by the sun’s movement.

The color palette blends amber, terracotta, and soft cream with herbal greens to reflect warmth and nature.

Custom boho-style icons (sun, herbs, hands, heart, and rest motifs) were created for packaging, website, and Instagram highlights to maintain visual consistency across platforms.

Outcome: The final identity successfully captures the brand’s ethos; holistic living & natural ways to boost serotonin levels. The cohesive visual language positions Serotonin Toronto as a trusted and elevated wellness brand.

This project reinforced the importance of designing for feeling, not just function. Serotonin Toronto challenged me to think about emotional resonance, and how colors, spacing, and texture can influence mood and perception. I learned that simplicity, when paired with strong storytelling, creates timeless branding.

The visual brand identity gave Serotonin Toronto:

A clear, recognizable visual system that aligns with its mission.

Stronger brand recall through consistent iconography and tone.

A foundation for expansion into wellness products, packaging, web design and lifestyle campaigns.

The Serotonin Toronto project marks the completion of Phase 1: the Foundation of the BBE workflow; where strategy meets design. From the Clarity Call to brand exploration, crafting the logo, color system, and visual language, this phase focused on building a clear logo system and visual identity.

As we move into Phase 2, the focus shifts toward expanding the full brand experience, applying the identity to packaging, digital touchpoints, and social strategy. This next step transforms Serotonin Toronto from a visual concept into a living, breathing brand that connects, communicates, and radiates purpose across platforms.

This is where design evolves into experience and the glow of Serotonin Toronto truly begins to shine. ✨

Whether you need a confident logo or a full identity system, Brandingby𝓔𝓵 helps startups and small businesses show up with consistency and confidence.