Art therapy branding can definitely be tricky as creatives have to strike the right balance between harmonious design and subtle minimalism. Mexico-based firm Basic Studio is commissioned by ENSO — "a brand focused on spiritual wellness and emotional stability," for an engaging identity that successfully communicates its philosophy.
Basic Studio makes use of fluid shapes and a calm color palette to deliver a tranquil composition that "symbolizes enlightenment [and] self-knowledge." In addition, the art therapy branding taps into Japanese culture as Basic Studio's client has strong ties to it. Thus, the design firm infuses ENSO's visual identity with meaning, inspired by the East. That is, the imagery for the business references the Japanese symbol 円相 — "the moment when the mind is free to let the body create."