SKINARI STUDIO AAAAAA
strategy/ identity/ loGO/ conteNT/ ILLUSTRATION/ AAA K
/opportunity/Owner and Founder Fredrika is a movement, mindfulness and motivation coach by day, and a DJ by night. She wanted to work with an underserved niche of the wellness community — edgy Europeans who enjoy electronic music and wine bars alongside brown noise and tea ceremonies. Fredrika also wanted to incorporate the atmospheres of her two home countries from which she runs her wellness workshops — sparkling Greece and mellow Sweden.
/strategy/The concept for Skinari Studio was quite alternative in its category, bringing edginess over airiness. My approach was to differentiate purposefully, but with a subtlety that felt seamless and natural. For example, I introduced darker, edgier elements through their synergy with unconventional wellness ideologies, like Hygge — the Danish concept of contentment through cosiness, and Wabi Sabi — a refined Japanese aesthetic that embraces muted, organic tones and the beauty of imperfection.
/execution/ The fusion of typefaces in the word mark — one bold and minimal, the other soft and musical — immediately bring a sense of edginess to the brand identity, as well as a motif of left alignment. It coheres with the brand mark, which can be adapted to symbolise Fredrika’s offerings — a lotus flower for meditation, a yoga pose for movement, a dancer for music, and an upward arrow for motivation. A strong grid, ample negative space, and a confidently wise voice bring a sense of balance, while the colour palette brings comfort and sophistication. Imagery of architectural nature scapes act to either enigmatise in black and white, or electrify in otherwordly colour.
