When Amelia reached out to me to rebrand the Fit and Well Atlanta Belle, I was a bit intimidated at first. Health and wellness isn’t exactly my forte. However, as she explained her goals for the blog, her desire to branch out into more luxury spa and hotel experiences, and the health and wellness elements, I felt a little more comfortable with the project and started sketching. The cucumber concept felt like a great connection between the spa and health & wellness aspects of the brand Amelia was aiming for. After a few variations, we settled on this version of the cucumber. I paired it with Didot to make sure the design felt elevated. The colors are fresh and contemporary and the circle motif fits well in current social media templates, which make up a large part of Amelia’s marketing.