Striking a Balance Between Tradition & Modernity
In 2016, I reimagined the logo for Alternativ Hälsa, a Swedish wellness e-commerce platform. The goal was to create a modern and inviting design while preserving the essence of the original logo.
Alternativ Hälsa entrusted me with modernizing their brand identity, including their logo. The challenge:
- Limited Reference Materials: No existing logo or background information was available, only a vague recollection of the original design.
- Preserving Brand Recognition: Maintaining a sense of familiarity for existing customers while introducing a modern aesthetic.
A Creative Reconstruction
To overcome these challenges, I employed a creative approach:
- Deciphering the Past: Analyzed the client’s description of the original logo, focusing on key elements like the tree’s angle and its connection to lines.
- Modern Interpretation: Used this analysis to develop a modern and visually appealing design that echoed the original concept.
- Handwritten Touch: Selected a “girly” handwritten font (Master of Break) that complemented the tree illustration and conveyed a warm, inviting personality.
A Refreshing & Welcoming Outcome
The final logo successfully balanced tradition and modernity:
- Preserved Recognition: Retained familiarity for existing customers through subtle nods to the original design.
- Warm & Inviting Aesthetic: Utilized a color palette featuring green (from the tree) and blue (from the website) to create a fresh and welcoming feel.
Reflections
Despite initial hesitation, I’m proud of the results. This project emphasized the importance of interpreting client needs and exceeding expectations even with limited information. The logo effectively captures Alternativ Hälsa’s brand personality, leaving a positive and lasting impression.
