Highwood Nutrition

Type: Branding, Logo Design

About: Highwood Nutrition is a virtual nutrition counselling business based in High River, Alberta. By offering services such as 1:1 nutrition counselling, personalized nutrition plans and sports coaching, the goal is to encourage a balanced and sustainable lifestyle through food enjoyment and healthfulness. The client requested an illustrative-based logo that encourages wellness, with subtle homages to both Albertan and South African roots.

Visual Identity Concept: The client requested the Protea Flower, the national flower of South Africa, to be the centrepiece of the design which plays homage to the owner’s birthplace. As the services will be based in High River, Alberta, we wanted to create a welcoming and earthy appeal to match the small town feeling. In the initial brainstorm, we played around with nature elements including sun beams and leafs. I also created different aesthetic categories to present to the client in which 2) “protea infused wordmark” was strongly preferred.

Final Design: The final “emblem” consists of 3 protea flowers, leaf details and river grooves referencing the High River. I included alternatives with slight modifications to accompany different mediums (business card, social and the web).

Process Video: I also documented my design process into video format just for fun. I found this to be an effective and fun way to showcase the behind the scenes of my thought process.