22/09/2026
We’ve really enjoyed bringing Drift to life, an exciting new wellbeing brand launching in Hackney, London, centred around meditation, movement and breathwork.
The challenge was to create an identity that felt organic, human and fluid, moving away from the polished, clinical aesthetic often associated with wellbeing brands.
We started with the Drift wordmark, tracing and reshaping the letterforms to create something softer, more tactile and full of movement. Rounded edges and flowing forms give the logo a natural sense of rhythm, inspired by the movement of water and air.
A custom “ri” ligature brings the letters together to create a visual expression of connection. This detail represents the relationship we have with ourselves and the process of reconnecting with what is already within us.
From there, we developed a wider identity around the mark, bringing together expressive typography, a calm natural palette and considered photography to create a distinctive and flexible visual world.
The result is an identity that balances energy with stillness, movement with meditation and boldness with softness.
Fluid. Grounded. Connected.
We’re excited to see Drift take shape in Hackney, a fresh new brand designed to encourage people to slow down, reconnect and drift into a more present way of living.
