Free resource
Branding ideas from brands that got it right
An ever-growing library of wellness, beauty, mom & baby, spa and fitness brands, broken down layer by layer. Each one is broken down by who it’s for, how it sounds, how it looks, and how it all fits together.
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A beautiful logo alone was never the point
Anyone can get a logo now. Templates, AI tools and a Pinterest board will get you something that looks nice enough.
What that won’t get you is the part that makes someone choose you:
a brand where what you promise, how you sound and how you look are all part of the same world. That’s what the brands people love have in common, whether it’s a cult skincare line or a loved spa around the corner.
The brands in this library are mapped against the five layers we use at Willda to understand any brand, the same framework behind every project we take on:
Foundation
a strategic spine that everything else is built on
Positioning
territory no one else in the category owns
Visual
an identity system that shows the point of view
Coherence
the same brand at every touchpoint
Growth
a brand that grew into the next chapter of the business
Hi, I’m Weronika! Founder of Willda Design Studio
I design brands and websites for wellness, beauty and mom & baby brands, spas and gyms. I started Willda in Berlin in 2022, and today we’re a small, all-women studio working with founders from Berlin to Montréal, on projects like Mothermoon, Montréal’s first spa designed around motherhood, and the activewear brand IAK.
I’m a mum of twins, on the yoga mat three times a week and in a weightlifting class on Sundays. So I know how it feels when a brand in this space gets it right, and how quickly you scroll past when it doesn’t.
What I’ve learned from every project is that founders rarely need more design. They need one clear signal, sent the same way everywhere. This library is my thinking, out in the open. It’s how I look at brands before I design anything.
Brands worth learning from, straight to your inbox
By signing up, you agree to receive the Brand Breakdown Library and occasional emails from Willda Design Studio, including the newsletter, branding insights and studio updates. You can unsubscribe anytime. Read our Privacy Policy.
