Brand Identity & Visual System

Willow & Fern Spa and Wellness Resort

Case Study

Project Overview

Willow & Fern is a new luxury spa and wellness resort positioned at the intersection of nature, restoration, and refined indulgence. The goal was to create a brand identity and visual system that communicates tranquility, premium service, and emotional escape—while remaining timeless, modern, and versatile across digital and physical touchpoints.

The Challenge

As a new and emerging brand, Willow & Fern needed a cohesive identity that could:

• Establish credibility and luxury from day one

• Feel grounded in nature without appearing rustic or generic

• Appeal to wellness-focused guests seeking both relaxation and sophistication

• Scale across print, digital, environmental, and experiential applications

The brand needed to evoke calm and trust while still standing out in a saturated wellness market.

The Solution

The identity system was built around a balance of organic serenity and elevated restraint.

• Logo Design:
  A refined serif wordmark paired with a minimalist botanical icon establishes a sense of heritage, care, and natural balance. The mark is elegant yet approachable, reinforcing the brand’s focus on wellness rather than excess.

• Color Palette:
  Earth-forward greens, warm neutrals, and soft botanical tones were selected to evoke calm, renewal, and connection to nature. These colors create a soothing visual experience while maintaining a premium feel.

• Typography:
  A classic serif for headlines communicates luxury and confidence, while clean supporting typography ensures clarity and modern usability across applications.

• Imagery Direction:
  Visuals emphasize water, botanicals, soft lighting, and curated lifestyle moments—reinforcing themes of relaxation, mindfulness, and indulgent calm. The imagery supports storytelling without overwhelming the brand identity.

Results

The final brand system positions Willow & Fern as a credible, aspirational wellness destination ready for launch. The identity feels cohesive, flexible, and emotionally resonant—capable of supporting everything from resort signage and spa menus to digital experiences and marketing campaigns.

This project demonstrates a strategic approach to luxury branding, where visual identity, tone, and sensory experience work together to create trust, desire, and long-term brand equity.