HWELL — Brand Guide

01 — Logo

logo & mark

The HWELL wordmark is bold, editorial, and deliberately unconventional. The brand name in full: HABITUALLY WELL. Always written HWELL — all caps, no exceptions. Never "HWell" or "Hwell."

Primary — on White

Negativ Weiß — on Navy

Negativ Weiß — on Aubergine

On Teal

Clear space: Always maintain breathing room equal to the height of the "h" around the mark. · Never: stretch, rotate, recolor outside the brand palette, or place on busy photographic backgrounds without a solid overlay. · The dot in "h." is a defining element — it must always be visible and intact.

02 — Color

color palette

Two heroes and a supporting cast. Red is energy and presence. Teal is calm and aliveness. Together they capture what HWELL stands for — vibrant, grounded, fully human.

HWELL Red

#ED3A12

Primary · Energy · Vitality

HWELL Teal

#77E6E2

Primary · Calm · Balance

Yellow

#FFEB66

Accent · Joy · Warmth

Dark Navy

#041F4E

Text · Headlines · Buttons

Aubergine

#821A66

Footer · Depth · Sophistication

Warm Cream

#F8F6F2

Background · Breathing Room

03 — Typography

typefaces

Three typefaces, one consistent tension: bold editorial meets warm human. Anton anchors, Be Vietnam Pro communicates, Lora adds soul.

feel
alive.

Anton

Headlines & Display

Always lowercase. Maximum visual weight. Used for hero text, section titles, callouts — and in the logo itself. Tight letter-spacing (-1 to -2px). Never bold or italic (it's already as bold as it gets).

Real change comes from small, consistent steps — not heroic all-or-nothing pushes.

Be Vietnam Pro

Body Text, UI & Navigation

Weights 300–600. The workhorse. Clean, modern, readable at any size. Used for all body copy, captions, labels, navigation, and metadata. Weight 500–600 for emphasis.

"Wellness that feels like coming home to yourself."

Lora

Quotes, Taglines & Accent Text

Serif warmth and depth. Italic preferred. Used for pull quotes, testimonials, philosophical asides, and the brand tagline. Never in headlines — that's Anton's territory.

04 — Brand Pillars

the four pillars

Every piece of content maps to one or more of these. They are the biological and emotional backbone of everything HWELL creates — chosen carefully, built on real science.

energy that carries you

Mitochondria · Rhythm · Nourishment

calm at your core

Nervous System · Cortisol · Sleep

metabolism that works with you

Hormones · Mood · Digestion

cellular vitality that lights you up

Longevity · Repair · Resilience

05 — The Method

the h.a.b.i.t. method

HWELL's proprietary transformation framework. How "I know I should" becomes "this is just who I am now." Five steps, one clear arc.

Honor

Your Biology

Align

with Authenticity

Build

with Intention

Integrate

with Integrity

Thrive

through Consistency

06 — Brand Voice

voice & tone

HWELL writes like a brilliant friend who happens to know a lot about longevity — and won't let you off the hook. Science-informed. Soul-aware. Never preachy.

Brand Personality

Writing Principles

Short punchy sentences mixed with flowing ones — rhythm matters
Science translated into clarity, not jargon
Rhetorical questions, self-aware humor, real-life anecdotes
Metaphors that make the abstract tangible
Intentional fragments for emphasis. Like this.
Em dashes for rhythm — used with purpose
Earned uplift — never sugar-coated
Ends with a question or invitation, not a declaration

Blog & Lead Magnets

Written in Gaby's voice — first person "I". Personal, experiential, the voice of someone who has lived this.

Social Content

Flexible. Most posts as Gaby's "I". Sales campaigns and brand moments shift to "we" or a direct "you"-forward address.

Website & Sales Copy

Brand voice — "we" or second person. The closer to a personal story, the more it belongs in Gaby's "I".

07 — Key Language

taglines & phrases

These define HWELL's verbal identity. Use them consistently. They are not optional copy — they are the brand speaking.

Positioning Line

the wellness
you've been searching for.

Modern longevity that meets you where you are.

Brand Invitation

come as you are.

Used on homepage hero and key CTAs

Transformation Promise

From exhaustion → energy.
From numbness → aliveness.

Brand Promise

wellness you can actually live.

08 — Audience

who she is

HWELL exists for one woman. Everything — every word, every image, every habit — is designed with her in mind.

"I want to feel myself again. Alive, vibrant, healthy, powerful. And I want a way to get there that does not exhaust me further."

— Her inner voice. Every time.

She is

Women ages 38–55

Smart, capable, often accomplished

Feels younger inside than her energy allows

Informed but overwhelmed by wellness noise

Tried protocols, supplements, podcasts

Wants clarity, not more information

Ready — but needs a way through, not another plan