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Treatwell brand identity

Contributed by F37 Foundry on Oct 26th, 2021. Artwork published in .
    Treatwell brand identity 1
    Treatwell. License: All Rights Reserved.

    F37 Ginger by F37 Foundry in use for the Treatwell brand identity by DesignStudio. As part of a new brand identity, we created a customised version of F37 Ginger to match Treatwell’s personality, purpose, and ambitions.

    Following a period of rapid growth, the online hair and beauty booking service originally named Wahanda maintained five different brands, operating in ten countries. These needed to be united under a new identity with a single purpose, and with a new name: Treatwell. DesignStudio helped to transform the business from a booking site to a platform for self-expression.

    Treatwell brand identity 2
    Treatwell. License: All Rights Reserved.
    Treatwell brand identity 3
    Treatwell. License: All Rights Reserved.
    Treatwell brand identity 4
    Treatwell. License: All Rights Reserved.
    Treatwell brand identity 5
    Treatwell. License: All Rights Reserved.

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    2 Comments on “Treatwell brand identity”

    1. As far as I can tell from the fonts embedded on the website, the differences between the custom version named Treatwell Sans and the retail version of F37 Ginger lie mainly in untailed forms for lowercase l and t, as well as more conventional forms for the numeral 8 and the ampersand (&).

      The all-lowercase logo with stencil-like letterforms is custom. If I’m not mistaken, it was designed by Gareth Hague. There aren’t many typefaces that come close. With the (upright) cursive e, I’m reminded of Resolut (digitally interpreted as Balega). Dala Moa has similar vibes, too.

      In 2020, Wolff Olins reimagined Treatwell’s B2B brand.

    2. I misremembered: The Treatwell logo was designed by Miles Newlyn.

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