TFW Branding
CHALLENGE:
Develop a brand language for True Food Wellness (TFW) that is engaging for a broad audience but primarily will cater to women. TFW will provide holistic health coaching for people looking to walk side by side with a dedicated health coach. Going past simple fad diets and digging deeper than outward appearances, TFW will become an ally in the wellness goals of clients. Currently Lindsey is the sole coach of TFW, but the opportunity is great for growing TFW to a larger team of coaches. TFW will focus on one to one relationships, though speaking at seminars and conferences to a broad audience is an option.
The brand needs to be legible, personable and uplifting. It needs to work on all business collateral as well as tangible goods. The brand should be able to be clear and inviting in its use on website, banner ads and all printed handouts.
UNIQUENESS:
The uniqueness of TFW is the plan to approach health as an educated friend that keeps up, informs and listens to all of the clients unique needs. TFW looks beyond the head knowledge of knowing what the “correct” plan of action should be when working with a client. Often times it’s not the lack of knowing what to do it’s the inspiration, accountability and understanding that holds back a person from reaching their potentials. TFW will consult all clients beyond their physical body type and needs to see through to the emotional and spiritual side of their well-being. Probing to find what drives them to do the right thing as well as the wrong things. TFW will engage with clients to really know them so that they can holistically coach their wellness.
THE CULTURE:
The culture at TFW will be like a supportive friendship. Casual meets at coffee shops and local health food restaurants. TFW will engage with clients as a best friend or family member.
The meetings will also include field trips to the grocery store to look at food and to teach clients how the foods offered can satisfy not only their physical needs but a balance of what will help with their emotional desires.
The culture will look at food as not only fuel for the body, but realistically look at the role foods have in emotions and a healthy everyday life.
THE LOOK:
The look for TFW should be inviting, clean and friendly. It should not have a stale clinical look to it or appear too overly hippie. The look should be playful and approachable and invoke a sense of clean organic. The look should blend well at Whole Foods and fit well at an urban coffee shop. The color scheme should be relaxing and take que from nature and foods.
