THE CHALLENGE
Zendegi Alchemy came to me at a turning point. What started as a deeply personal 1:1 healing practice rooted in Persian mysticism was expanding into something bigger: a brand that could hold space for intimate energy work and scale into a digital apothecary offering high-end wellness products. The founder wanted to honor her heritage and her father’s legacy by integrating his original Persian calligraphy directly into the brand. But the identity also had to feel elevated, ready to enter corporate wellness spaces and speak to high-achieving professionals seeking alternatives to burnout.
THE SOLUTION
We crafted a brand identity that fuses spiritual heritage with modern refinement. At the center is a logo system built around her father’s handwritten “Zendegi” (زندگی), serving as both symbol and signature. We paired this custom mark with a clean type system that’s elegant, flexible, and legible across product packaging, apparel, business cards, and digital touchpoints.
The visual language is minimal yet rich: black, gold, and white ground the brand in timeless luxury, while moments of hand-drawn texture and pattern offer room for soul and softness. This identity system is designed to grow, with scalable templates and usage guides that allow the brand to move from local wellness circles into product launches, branded environments, and corporate offerings.
MY PART
As Creative Director and Designer, here’s what I did:
✔ Developed a comprehensive brand identity rooted in Persian calligraphy and modern design
✔ Customized the Zendegi wordmark to reflect heritage and originality
✔ Established a scalable visual system across packaging, print, apparel, and digital channels
✔ Created brand guidelines and templates that support future growth into products and partnerships
✔ Balanced emotional storytelling with premium design standards to reflect trust, depth, and elegance
WHERE IT’S HEADED
Zendegi Alchemy is positioned to grow from a local healing practice into a full wellness brand with product lines, corporate partnerships, and digital offerings. The identity system is built to scale without losing its soul. As the brand expands into body butters, apparel, and wellness kits, the visual language stays consistent and premium. The goal: make Zendegi Alchemy the go-to for people seeking wellness rooted in tradition, not trends. A brand that feels personal and elevated at the same time, ready to meet clients in boardrooms or yoga studios without compromising what makes it real.
