Branding and visual identity for Metanoia - Wellness

Sthefanie envisioned a brand identity that embodied femininity, elegance, and minimalism. For Metanoia (a mindful wellness space) I crafted delicate and intentional branding, balancing soft aesthetics with purposeful simplicity to reflect its serene and nurturing essence.

Founded in 2024, Metanoia emerged as a haven for women seeking mindful transformation. More than a wellness brand, it became a space where self-discovery unfolds through curated experiences, gentle yoga, reflective reading circles, sip-and-paint sessions, and soul-nourishing workshops.

Metanoia’s visual identity embodies serene femininity through a soft, desaturated palette of mauves and warm grays, evoking calm and introspection. The minimalist typography combines delicate serifs with fluid curves, mirroring the brand’s balance of structure and gentle movement. Organic, breath-inspired shapes and tactile materials (like linen textures and recycled paper) create a cohesive, sensory experience across digital and physical touchpoints. From slow-scrolling web animations to ASMR-like social content, every detail was crafted to feel like a sanctuary. The result is a brand that doesn’t just appeal visually but invites women into a space of mindful connection and transformation.

Metanoia's merch elevates every event into an immersive brand experience. Thoughtfully designed pieces (like linen totes and recycled journals) double as both practical essentials and cherished mementos. These tactile extensions of the brand's aesthetic serve as thank-you gifts for participants while organically spreading Metanoia's mindful philosophy into daily life. Limited runs create exclusivity, turning each item into a coveted token of the community, with many pieces selling out during workshops.

Our Instagram serves as the vibrant hub connecting all touchpoints - daily posts, stories, and reels showcase upcoming events while driving traffic through Woompi links to our WhatsApp community, where sales and engagement flourish. The magic happens when our girls take ownership: the Metanoia community votes monthly to select which event we'll host next.

A testament to our visual power: Many attendees confess they bought tickets simply because Metanoia's dreamy aesthetic spoke to their souls - proving great design isn't just pretty, it's persuasive. This seamless omnichannel flow (Instagram → Woompi → WhatsApp) transforms scrollers into participants, and participants into passionate brand ambassadors.

I created a versatile event toolkit that streamlined Metanoia's promotions and operations through beautifully designed, ready-to-use templates. This all-in-one system covered everything from social media posts to printed brochures, invitations, and event tickets, ensuring instant brand recognition while saving valuable time. The templates maintained the brand's delicate aesthetic across all touchpoints, allowing the team to focus on crafting memorable experiences rather than design logistics. Most importantly, it created a cohesive visual journey from digital discovery to physical events, making every interaction feel distinctly Metanoia.

Crafted by Eduardo Ayala, Metanoia's website beautifully translates the brand's tranquil essence into a functional digital space that nurtures connection. Serving as both a booking portal and community hub, the site allows women to effortlessly schedule consultations while joining the growing Metanoia sisterhood. The minimalist interface, adorned with the brand's signature soft hues and fluid shapes, transforms practical actions into mindful experiences. Every element, from the gentle scroll animations to the intuitive registration flow, has been carefully crafted to maintain the brand's soothing aesthetic while facilitating genuine connections.

From concept to reality, I've had the privilege of shaping Metanoia's entire brand journey, establishing its visual identity, digital presence, and community strategy. In under a year, our efforts transformed an idea into a thriving movement: successfully executing numerous events and consultations while growing the private women's group from zero to nearly 2,000 engaged members. These numbers represent real connections, women who found not just a brand, but a conscious wellness space where they belong. Every design choice, from the delicate color palette to the intuitive website, was crafted to foster this profound sense of connection, proving that thoughtful branding can build both beauty and meaningful human relationships.