When pilates instructor and private chef Eleni Kariori contacted me to create her personal brand identity she stated that she wanted us to figure it out together from scratch. One thing was for certain, she wanted it to reflect her more artistic and down-to-earth approach to business.

The idea behind the identity was to create a symbol for the logo and a custom typographic name in order to be able to alternate from one to the other according to use. Furthermore, an artwork that would decorate the front of the business card was created to represent the spiritual ‘flow’ and to stand out from other business cards.  

The  symbolic logo was inspired by the shape of the reformer pilates springs and hook which then was then used to shape the typeface. To further emphasise Eleni’s vibrant nature, a selection of 4 colours were chosen so that the business cards can have a easy variation.