SAJA. BEL
Saja.bel is a boutique wellness brand founded by a mother, mover, and minimalist. They create refined ankle and wrist weights designed to elevate everyday routines – perfect for Pilates, walking the dog, or mindful movement. Their philosophy is simple yet powerful: strength doesn’t have to be loud; it can be soft and beautiful. Beyond products, Saja.bel champions making fitness accessible, attainable, and never overwhelming.
WHY THEY CAME TO US
As a one-woman start-up, Saja.bel needed a strong brand foundation they could confidently carry forward – a logo suite, colour palette, typography, and social media templates that reflected their values and vision while being easy to use for future marketing.
THE CHALLENGE
The client’s original Canva-designed logo was too thin and lacked impact. When printed onto ankle weights, the fine lines broke up and became illegible. They needed a bold, distinctive brand mark that would be clear and recognisable on small-scale product applications.
The visual identity also had to:
- Resonate with a wellness-driven audience
- Communicate premium quality while feeling aspirational, not unattainable
- Strike the perfect balance between edgy sophistication and approachability – avoiding the extremes of cold minimalism or overly playful design
- Work seamlessly in both boutique fitness and everyday lifestyle contexts
KEY GOALS
- Balance strength with softness
- Be versatile and elegant
- Highlight quality while remaining ‘pretty’ without feeling snobby or overpriced
- Appeal to women aged 25–42 who value intentional living and aesthetics
- Stand out from the muted, earthy tones common in wellness brands
- Maintain warmth and approachability alongside a market-leading aesthetic
- Ensure the brand mark reproduces cleanly across all formats, especially on ankle weights
HOW WE DID IT
After completing a brand journey questionnaire to uncover the heart of Saja.bel’s story, we developed a cohesive visual identity and supporting assets:
001
A flexible logo suite including primary, secondary, and wordmark variations. A distinctive SB monogram to serve as a bold yet refined brand mark
002
A cohesive, calming but bold colour palette and elegant serif driven typography system
003
Social media templates to empower the client’s future content creation
WHY WE DESIGNED IT THIS WAY
- Colour Palette: Deep maroon for boldness and sophistication, paired with soft pink for warmth and approachability. The combination feels feminine without being overly ‘girly’, keeping it classy and refined
- Logo & Brand Mark: A custom SB monogram with curved, rounded edges to convey friendliness and approachability, while being thick and bold enough to remain clear on small, embossed products
- Negative Space & Flow: We used generous negative space to evoke calmness and breathability, with soft edges and flowy elements to reinforce the brand’s gentle strength
- Versatility: Multiple logo layouts provide flexibility for packaging, products, and digital platforms – solving the original limitation of having just one static logo format
- Standout Factor: Designed to cut through the often bland, washed-out wellness market without sacrificing elegance or relatability
THE RESULT
Saja.bel now has a polished, market-ready visual identity that features a strong, recognisable SB monogram and robust typography. Maintains legibility and impact across all applications, from product embossing to social media. Positions the brand as premium yet approachable. Gives the founder the tools and confidence to create her own on-brand marketing materials using our ready-to-go templates. With its new identity, Saja.bel is ready to grow – standing out as a wellness brand that’s as soft and beautiful as it is strong
YOUR BRAND IS YOUR FIRST IMPRESSION.
What's yours saying?