Heartfelt Living

the story

I met Mimmi while travelling in Sri Lanka and she immediately stroke me as a very interesting woman to talk to. She is a Tantra and a Yoga coach who’s focus is primarily on successful women who’s life seems perfect from the outside but feel very numb and empty on the inside. Having been through a similar journey herself, Mimmi has found that community and the combination of Body Love Yoga and Tantra is what had helped her so she set out to help others.

The problem was that the visual identity wasn’t telling the same story.

It felt fragmented. Different parts of the business looked like they belonged to different brands, making it difficult for people to immediately understand what Heartfelt Living really stood for. Instead of creating trust and clarity, the visuals were getting in the way of the experience Mimmi was trying to create. Her website contained an ai-generated logo, at least 10 different fonts and way too many pages full of text, trying to explain what her services are.

So when she asked for my help, I immediately knew that my job won’t be just designing a good looking logo or a website. She needed a strong brand identity system with a clear offer and a proper market positioning.

THE SOLUTION

The identity needed to do more than look beautiful.

I built an entire brand ecosystem, dividing Heartfelt Living into clear sections — retreats, 1:1 coaching & workshops. Rather than designing individual pieces, I built a flexible visual system that could grow alongside the business without losing its sense of familiarity.

It was crucial that every element would feel like it belonged to the same story.

Mimmi really wanted to convey the feelings of aliveness and authenticity as she wanted people to feel truly welcome as they are, without needing to pretend like they have everything together.

Even though it’s quite oversaturated within the wellness space, she wished to keep the lotus symbol as it carries a lot of meaning within tantric practices. ’No mud no lotus’ is a saying, symbolising that without embracing the dark, messy and imperfect parts of ourselves, we can’t rise to our higher potential. Just like a lotus, that literally grows in muddy waters yet blooms beautifully, we need to do the hard inner work first – and that’s exactly what Heartfelt Living is all about.

I created a logomark that caries a couple of symbolism, al