Branding and Identity Design for Kove Recovery
Client Case Study
Building a boutique wellness brand designed to help people feel better
I partnered with Kove Recovery before the studio opened its doors to develop a brand identity design that would differentiate the business within the growing wellness industry.
Rather than positioning itself as a high-performance gym recovery space, Kove wanted to become a calm, boutique environment where recovery felt considered, welcoming and part of everyday life.
The challenge was to develop a branding and identity design that balanced premium wellness with warmth and approachability while creating a strong foundation for the business ahead of launch.
The Challenge
Recovery has become an increasingly crowded industry, with many brands relying on clinical aesthetics, dark masculine palettes or performance-driven messaging.
Kove needed a distinctive identity that would:
Position the business as premium without feeling exclusive
Appeal to both wellness-focused clients and everyday professionals
Create trust before opening
Feel cohesive across digital, print and the physical space
Provide a scalable foundation for future marketing and growth
My Approach to Kove's Branding and Identity Design
Rather than jumping straight into logos and colours, we started with strategy.
Working closely with the founder, we defined the purpose of the business, audience, personality, positioning and messaging before exploring the visual identity. This branding and identity design process ensured every creative decision reflected not only how Kove would look, but how it would make people feel.
From there, I developed a complete brand direction centred around one simple belief:
Recovery isn't a luxury. It's part of living well.
This idea became the foundation for every creative decision that followed.
The Brand Direction
The visual identity was intentionally understated. Inspired by boutique spas, natural materials and quiet luxury, the brand uses warm earthy tones, elegant typography and soft photography to create a sense of calm and restoration. Every touchpoint was designed to reinforce the same feeling: Slow down. Recover well. Feel better.
The Outcome
The final branding and identity design gives Kove a strong foundation before opening, creating consistency across every customer touchpoint. The strategy now guides not only the visual identity, but also the website, email marketing, photography, future signage and launch campaign, ensuring the business can continue growing with clarity and consistency.
More importantly, the brand reflects what Kove truly offers: A boutique space where recovery becomes part of everyday wellbeing.
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