Mockups of the front and back of a large square gift certificate. The front has the 'Kajo' logo on a blue and white painted background of ocean waves. The reverse side is on a watercolor background of white and light aqua.

Logo and collateral design for a new small business

Kajo massage & wellness studio

I. H. is the owner and founder of her newly-launched independent massage studio Kajo, named after the word for “glow” or “shimmer” in Finnish. She wanted a logo and collateral that evoked light, calmness, and joy. As a trained massage therapist, she also wanted to make sure the branding would communicate that it was a space that focused on health and wellness instead of beauty.

Role: art direction, graphic design

Deliverables: logo, business card, gift card

The letter O in the Kajo logo. Inside the O is an illustration of ocean waves.

I started with a few different concepts based around the letter O. Inspired by the gorgeous mural of an ocean on the studio’s walls, I wanted to depict the waves of a calming sea.

To avoid a “beauty salon” impression, I avoided delicate Didonesque serif fonts. Instead, I opted for Magnat, a sans serif that was modern and professional yet very human. And thanks to the flowing, slightly contrasted strokes in the logo typeface, the waves seamlessly blend into the capital O.

Text showing the five fonts used in the designs. They say: 'Magnat: elegant, distinctive, playful', 'Dosis: rational, friendly', 'Idealist: luxurious, refined', 'Vollkorn: warm, grounded', and 'Gaultier: graceful, approachable'. Four circles filled with the design colors: deep green, sea green, seafoam green, and gold.
A mockup of the Kajo logo on a mounted signbox. It is printed in white on a seafoam green background. Mockups of the front and back of the business card design on a peach-colored background.
The smiling client I.H. standing in her studio, holding a printed copy of the gift certificate.
Gift card design in use

I.H. was delighted with the finished product. In her words, the designs “feel uniquely me and represent my business wonderfully. Having these lovely designs helps me feel even more confident and proud about my new business, and I still get hyped every time I see them”.