Max Hofert Design’s energetic identity for Sunday Wellness cuts through the noise of a busy industry

It’s no secret that the wellness industry is having a moment, and with this surge of popularity comes many brands jostling for space on our screens and shelves. Sunday Wellness, an alternative and holistic health service, not only wades through the sea of sameness in the industry, but also cuts through the noise, thanks to its refreshing identity, crafted by Colorado-based design studio Max Hofert Design. Through an integrated and holistic approach, Sunday addresses chronic health issues through lifestyle and diet choices. The importance of establishing routines, practices and daily rituals to promote long-term healing and wellness is reflected through the many facets of the identity.

It’s impossible to miss the sense of warmth, empathy and approachability that Hofert and team have woven into the system. The logotype – set in Henrietta Condensed, a chunky serif that takes inspiration from the legendary Cooper Black – “sets the stage for the compassionate brand feel.” “We chose Henrietta Condensed as the display typeface to invoke the caring and gentle approach the founder takes through their practice,” Founder Max Hofert tells us. “The typeface is soft, quirky, and has some killer funk to it, which builds tension with the secondary typeface – Pangram Pangram’s Mori.” A flexible, functional workhorse with a slightly wider build, Mori adds a dash of order to Henrietta’s funk, bringing a sense of balance when seen together. 

Accompanying the logotype is the brand symbol of a bursting sunrise, which represents the reset of a new day. This idea of the day and the many rituals we fill it with recurs throughout the identity and the overarching visual system – from the symbol, to the rounded rectangles that bring to mind the blocks in a calendar, “a subtle way to visually cue the importance of our day-to-day routines,” adds Hofert. “Everyday is a fresh start; a new opportunity for healing.” 

A palette of warm colours and a family of illustrations of fruits – imagined in delicious gradients that add a layer of depth, and disrupt the primarily flat layouts – help the brand pull focus to the idea of diet and nutrition, which serve as building blocks for Sunday to craft their individualistic approach for its clients, helping them take charge of their day.

Max Hofert Design

Sunday Wellness