Turning the XWELL Brand Into a Celebration of Self

Turning the XWELL Brand Into a Celebration of Self

The wellness industry has been unwell.

It sells perfection. Implies feeling good is reserved for the elite few. Makes self-care seem possible only if you have endless time or money to splurge on it.

XWELL wasn’t interested in playing along.

A global health, wellness and beauty company with airport spas and neighborhood waxing and facial studios, XWELL makes self-care part of people’s everyday routines. Not a luxury for a select few.

They didn’t come to us to simply stand out. They wanted to liberate wellness.

Our job was to evolve XWELL without losing the trust and recognition they’d already achieved—creating a brand identity with more energy, more personality and more ways for people to see themselves in it.

A radical reframing of wellness.

Early conversations with the XWELL team made one thing clear: wellness shouldn’t feel exclusive. That belief shaped our path as we explored concepts for the brand.

We started by embracing that rebellious spirit. Our initial direction reframed self-care as a right to reclaim, instead of something you have to earn. Vivid colors and unapologetic language gave it the same energy as a counterculture movement. Varying type weight expressed a come-as-you-are attitude. It felt defiant, assertive and impossible to ignore.

But it wasn’t quite perfect.

So we explored another direction, focused on affirmation. Not about chasing perfection, but feeling good on your own terms, without apology. Honest imagery and playful language made the concept feel warm and inclusive. It treated acne as normal, aging as part of life and beauty as something no one else gets to dictate. It turned wellness into a celebration of self.

The answer ended up being a little of both: the strong visuals of the rebellious concept with the messaging of the confidence-focused direction. Rather than telling people what their self-care should look like, the brand gives them the space and tools to shape it on their own terms.

That balance became the foundation for everything that followed.

 

A voice with swagger.

XWELL operates at the intersection of health, wellness, beauty and science, so the brand’s voice had to do the same. Lean too far into science, and the brand comes across as clinical. Lean too far into beauty, and it risks sounding superficial.

We began by clarifying how the brand should sound in a conversation. Bold and irreverent, like your smart, funny best friend who tells you the truth and makes you laugh while doing it.

Empowering, without sounding like a motivational poster.

Authentic in a way that embraces being perfectly imperfect—and fully human.

From there, we stress-tested the language. Could it work across in-spa signage, social captions and service descriptions without losing its point of view? Could it celebrate health and wellness without sounding cliché? Could it speak to real people in a way that feels honest?

The language we developed defines what XWELL stands for—and who it stands with.

When we presented the brand narrative, the reaction was immediate. The XWELL team felt reflected in it, not just strategically, but personally.

That’s when you know you’re onto something.

 

A visual identity for every damn body.

Visually, we didn’t start from scratch. The existing XWELL logo carried recognition and value, and preserving that equity was essential. Our task was to expand the visual system to add more flexibility and distinction.

The “X” pulled from XWELL became a natural starting point. By elevating it into a logomark—a shorthand for the crossing of real life and intentional self-care—we created an element that carries emphasis. It functions almost like typographic bolding, adding presence in moments where space is limited or the brand needs to register quickly.

Photography follows the same principle of authenticity. Real people. Men included. A range of ages, sizes and skin tones. The imagery reflects the diversity of the audiences who encounter the brand, not an idealized or airbrushed version of them.

Blue remains the primary color, grounding the system in familiarity. Keeping it also helps control rollout costs, allowing the identity to evolve without a full reset across the many XWELL brick-and-mortar locations, including leased spaces and airport environments with stricter signage and operational constraints.

Across digital channels, we introduced a few vibrant hues to create more immediate visual pull. Distinctive typography adds personality without sacrificing the clarity of the message. The full system flexes seamlessly from in-spa signage to social content.

The result is an identity as bold as XWELL’s mission to make wellness more accessible.

 

Growing a brand with radical radiance.

The XWELL team has said the new brand language and visual system captures both who they are today and where they’re headed. We couldn’t have asked for a better compliment.

We’ve continued helping them bring the brand to life through ongoing marketing. We carried the energy of “XWELL-ness,” an ownable expression of the brand’s point of view, into Google and Meta ads, organic social and promotional creative so the brand feels cohesive in both everyday moments and larger campaign pushes.

As new locations open, we’ve created a grand-opening playbook and social templates to give their teams a repeatable way to launch on Facebook and Instagram.

For a sweepstakes tied to XWELL’s partnership with the Orlando Magic, we developed creative across in-arena video boards, email, app placements and push notifications. It showed just how flexible the brand could be, while still feeling unmistakably them.

XWELL is evolving, and healing the wellness industry as a result. We’re excited to keep pushing the brand forward with them.