Branding Project hero image


Infusing a women's health brand with the founder's mission of living a healthy life without missing it.



Create a friendly, health coaching brand that does not intimidate users.


Focus the brand on showing how good life can be if you eat healthy. More importantly, show that you can have a healthy life without missing it.


We landed on a blend of organic shapes that feel diverse and unique, but familial. These shapes came to represent the breadth of women that would be coached under Maria and fueled the surrounding elements like color and typography.

Project Scope

  • Brand Definition
  • Creative Direction
  • Brand Naming
  • Logo Design
  • Style Guide

Brand Naming

While unique, Halkiadakis isn't the easiest last name to pronounce, which is why Maria wanted to create a name that was more brandable. Apsi is derived from apsida, which is Greek for "arch," referring to the stone arches in Maria's family village. Though different in weight, size, and shape, the stones come together to support one another, just like the women Maria coaches.

No previous name

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Brand Identity + Logo Design

Primary Logo

Logo System

Apsi Nutrition primary logo
Apsi Nutrition Vertical logo
Apsi Nutrition Symbolic Logo
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Identity Applications

Image of woman with text
Business Card branding mockup
Tote bag branding mockup
Book branding mockup
Three iphone branding mockup
woman holding book branding mockup
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Bring it all together

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"Zach has an effective method through which he was able to learn and understand my needs, probably better than I did at times! I was constantly impressed with his creativity."
Maria Halkiadakis | Founder


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