*BigBad Wolfe Wellness

*BigBad Wolfe Wellness

A bold, approachable brand identity for a wellness business built on strength and transformation. Designed to feel grounded and empowering.

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Logo featuring a muscular anthropomorphic wolf with an American flag patch on its arm, flexing its bicep and holding a kettlebell. Text reads "Big Bad Wolf Wellness" with a silhouette of a howling wolf within the letter 'O' in 'Wolf'.
Graphic design with the words "Big Bad Wolf Wellness" in bold white letters on a black background, featuring a purple silhouette of a howling wolf with a kettlebell shape in the background.
A kettlebell with a wolf howling cut out of the shape.
Text graphic reading 'Big Bad Wolf Wellness' with a purple kettlebell with wolf head illustration replacing the letter 'O' in 'Wolf'.
Business cards with the slogan 'Big Bad Wolf Wellness' and a wolf mascot, placed on a gray surface.
Gym wall with motivational quote in large white letters: "Big Bad Wolf Wolve Wellness" and a silhouette of a wolf's head inside a blue kettlebell. Underneath, in purple text, it reads "Developing Fitness from the Inside Out." There are black dumbbell
A man and woman wearing black t-shirts with 'Big Bad Wolf Wellness' logos face each other against a purple background.
Person holding a black tote bag with purple handles that reads "Big Bad Wolf Wellness" and a slogan below. The person is wearing white pants, a beige sweater, and black and white sneakers.
A hand holding a white shaker bottle with a black lid, featuring a logo of a muscular wolf mascot and the text 'Big Bad Wolf Wellness' against a solid blue background.
Back view of a person wearing a black hoodie with a graphic of a muscular wolf in a superhero costume and the words "Big Bad Wolf Wellness" on the back, against a purple background.

BigBad Wolfe Wellness

Brief:
BigBad Wolfe Wellness came to me with a name full of power, but a visual identity that no longer reflected the direction of the business. The original logo was dated and heavy, lacking the clarity and warmth the brand needed to grow. The goal was to create a look that was strong but approachable - something modern, memorable, and rooted in community, with a custom wolf character at the centre.

Solution:
The new identity balances confidence and softness, using clean lines, bold type, and a versatile colour palette led by muted purple - a nod to resilience, recovery, and calm strength. At its core is a custom wolf icon: bold yet welcoming, designed to stand out across merch, social, and signage. The branding system is clean, flexible, and full of personality - strong without being intimidating, and purposefully built to grow.

Outcome:
The final brand feels aligned, elevated, and ready to lead. With its thoughtful visuals and clear tone of voice, BigBad Wolfe Wellness now has an identity that reflects its mission - empowering clients through strength, recovery, and community.