STUDIO WORK seek inspiration from the earth in their contrasting identity for Asper Wellness
Victoria-based holistic health clinic Asper Wellness offers a range of services grounded in both classic and modern wellbeing practices including kinesiology, electrotherapy and diet analysis. Reflecting this attitude and insight, locally-based agency STUDIO WORK have crafted a meditative identity founded on typographic contrast and earthy tones.
Playing homage to the interplay between contemporary and historical techniques, STUDIO WORK opted for a contrary concoction of Or Type’s Lemmen, Neue Haas Grotesk and ITC’s Edwardian Script as their chosen typefaces – immediately providing energy to the graphic language and logomark courtesy of the charming friction between sans, serif and script.
This playful conflict is as effective as it is due to the identity’s grounding in soft, rural hues, furnishing the brand with a fundamentally sturdy base for the type to dance upon. Taking inspiration from the earth, STUDIO WORK’s Director Sarah Mangion recalls the subversion this approach brings to an industry rife with bright colour. “Usually red is the signature colour for health,” Mangion tells us, “so choosing a softer hue between red and brown was appropriate to tie in with the holistic services Asper Wellness offer.”
Echoing the natural tone of voice the brand exudes, the subsequent art direction across the identity is in keeping with this mindful and artistic endeavour. “Some of the photography is out of focus or cropped in,” Mangion concludes, “which was deliberately chosen to create links with the services on offer,” managing to create a balance between the abstract and the mainstream.