In the realm of aesthetic medicine, Xella Clinic emerges as a beacon, uniquely prioritizing service design as a holistic value delivery system. Tasked with the comprehensive development of its brand identity, our studio embarked on a journey to encapsulate the essence of Xella Clinic's philosophy, values, and distinctive approach to aesthetic care.
Project Overview
The multifaceted project encompassed the creation of a name, logo, visual identity, and brand strategy. In collaborative working group meetings, a meticulous exploration unfolded to position Xella Clinic as a unique entity within the aesthetic medicine market.
Philosophy and Values
At the heart of Xella Clinic lies the philosophy that the doctor is a restorer, and the client, a unique work of art. The ethos centers around preserving natural beauty, distinguishing it from the overt transformations synonymous with vulgarity. The clinic embraces the idea that each individual is a cherished antique, not to be entirely reworked.
Brand Creation
The name "XELLA" was strategically crafted, embodying a personal touch by amalgamating the letters of the founders' names, Xenia and Lyudmila. This premium, effective, and globally pronounceable title reflects the clinic's commitment to excellence.
Logo Design
The original author's outline of the company name, inspired by Japanese katanas and contouring tools, serves as the central logo. The descriptor, drawing from the same aesthetic, complements and enhances the visual identity.
Corporate Pattern
Inspired by the Japanese art of "Kintsugi," the corporate pattern weaves a narrative of resilience and beauty in imperfection. Drawing on the philosophy that breaks and cracks are integral to an object's history, the river forms within the pattern symbolize life, fertility, and the sacred.
Results
The strategic development of Xella Clinic's brand identity not only captured its unique philosophy but also positioned it as a paragon of elegance and authenticity. The combination of a thoughtfully crafted name, distinctive logo, and a symbolic corporate pattern elevates Xella Clinic to the forefront of the aesthetic medicine landscape, embodying a timeless and sophisticated brand identity.
Corporate pattern
The corporate pattern is based on the idea of Japanese art “Kintsugi”. “Kintsugi” (Japanese for “gold patch”) is the Japanese art of restoring ceramic products using a special varnish mixed with gold powder. The philosophical basis of the art of “kintsugi” lies primarily in the fact that breakages and cracks are integral to the history of the object, and therefore do not deserve oblivion and disguise. Within the framework of the concept, it is proposed to use the landscape of the city as the forms of cracks, namely the recognizable shape of the river. The river is a symbol of life, fertility. In many cultures, the river has been a sacred symbol.
Corporate visual identity
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