Branding — case study
Santosha
Santosha exists to support people in staying with themselves, even when everything is not all right.
Overview
Santosha is founded by İrem İncesu, a mindfulness and yoga teacher. İrem and Santosha value compassion, sincerity, realism, warmth, tenderness and peacefulness.
The brief
İrem asked for a rebrand and a more coherent visual identity. The real question underneath: how could the brand feel like an invitation to the people she wants to help?
The approach
I started by investigating. The process began as a heartfelt conversation with İrem, mixed with research, and the two fed each other. What she told me shaped what I looked for, and what I found shaped the identity.
The outcome
Listening came first. Once I understood what İrem needed, the identity followed, and the project was completed with no alterations.
Identity
Santosha
Colour
Typography
Mission
Rather than aiming to make life more beautiful, Santosha seeks to make it more balanced.
Santosha’s intention is to gently remind those who have lost their self-confidence and sense of self of (self)-love and compassion. It also aims to support people through moments in their life cycles where they may feel stuck, lonely, or helpless.
Applications
A gentle reminder for love and compassion
Provided services
- Logo & Logotype Design
- Brand Identity Design
- Visual Identity System
- Brand Guidelines
- Typography & Color System
- Content Design & Strategy
Keywords
- woman entrepreneur
- conscious branding
- slow branding
- anti consumption
- connecting brands
- humanistic goals