THE CHALLENGE
Zendegi Alchemy came to me at a pivotal point in its evolution. What began as a deeply personal 1:1 healing practice rooted in Persian mysticism was expanding into something larger—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 father’s legacy by integrating his original Persian calligraphy directly into the brand’s visual identity. But the identity also had to feel elevated—ready to enter corporate wellness spaces and speak to high-achieving professionals seeking soulful 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 typographic system rooted in Loistave Bold and Fira Sans—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, my contributions included:
✔ Developing a comprehensive brand identity rooted in Persian calligraphy and modern design
✔ Customizing the Zendegi wordmark to reflect heritage and originalit
✔ Establishing a scalable visual system across packaging, print, apparel, and digital channels
✔ Creating brand guidelines and templates that support future growth into products and partnerships
✔ Balancing emotional storytelling with premium design standards to reflect trust, depth, and elegance
The result? Zendegi Alchemy now moves with clarity and intention and ready to scale, while never losing touch with the energy that started it all.
