The initial concept for Calma was to attract clients by creating a colorful and vibrant visual identity - early experiments integrated geometric shapes within the logo and across other collaterals.
The shapes were discarded to create a cleaner logo that wouldn't clash with the clients vision of the brand.
The symbol for Calma represents an eye closing at the moment of relaxation
The visuals created to define the direction for Calma - photographs with different perspectives were combined to create dreamlike imagery.
The color schemes were derived from the visuals
Soft-launch invitation
Concepts for branded merchandise
