I am rooted but I flow
The Hundred is inspired by the deeply meditative Pilates exercise that focuses on your core. Held for a duration of 100 breaths, it prepares the body and mind for transformation. This idea is what drives Asma Lootah’s Wellness Centre in Dubai and our identity. We created a mark which feels rooted and strong but also grows from its core in 100 different directions, reflecting the vibrancy and life at the centre.
We used the established brand architecture to inform the signage and wayfinding throughout the centre. Along side this we created a series of tag lines for social media and tote bags that encapsulated the centre’s motivational and uplifting spirit.
Since 2016 we have worked closely with Asma to expand the visual identity out into other areas of the business, including naming for the 100Cafe and bespoke illustrations crafted by Darling Clementine and inspired by the flora and fauna that surrounds the centre.