Case study · ClubWell
ClubWell
Brand identity evolution, website and online shop for ClubWell, a women-only wellness club and medical aesthetics studio in King City, Ontario.
01 — Context
A club for women, growing into a name
ClubWell is a wellness club for women on King Road in King City, Ontario. Under one roof it brings together reformer Pilates, yoga, barre and strength classes, an infrared studio and Himalayan salt sauna, naturopathy and massage therapy, and a full menu of medical aesthetics, from facials and peels to laser treatments.
The business had outgrown its first look. The original identity felt descriptive and a little clinical, and the website had to explain a lot of services to a lot of different visitors. Founders Alexis and Rob asked us to evolve the brand and then carry it through a new website, a skincare shop and the details in between. It's the kind of project where branding and web design work best together.
02 — Identity
A mark that moves with you
We kept what people already knew, the lowercase name, and made it more confident. ClubWell became one word with soft, rounded serif letterforms that feel warm and welcoming without losing a sense of polish.
The new emblem is built from two back-facing C's and a centred dot. Together they read as a person in motion, and they quietly spell out the C in ClubWell. The circle holds it all together, and the emblem can stand on its own on an app icon, a social avatar or a footer. We developed the identity as part of our branding and identity design work, presenting it to the founders as an evolution rather than a reinvention.
03 — Palette and type
Forest green, warm gold and a lot of calm
The colour system starts with Core, a deep forest green that grounds everything from the footer to the business cards. A warm gold carries the calls to action, Blush and olive add softness, and a pale linen keeps pages light and open.
Headlines are set in Recoleta, a soft, high-contrast serif with a distinctly feminine feel. Plus Jakarta Sans handles body copy and the interface, and small tracked capitals label every section. The result reads more boutique spa than gym.
04 — The website
Three worlds, one front door
ClubWell's biggest challenge online was range. Someone looking for a hot Pilates class and someone researching laser treatments both land on the same homepage. So the site is organized the way the club is: Studio, Wellness and Medical Aesthetics. The homepage lets visitors switch between the three with a simple set of tabs, and the full menu opens into four clear columns with every class and treatment in reach.
Every page has two jobs, booking a class or booking a service, and both buttons stay at the top of the screen. We designed more than 40 page templates for the website, including 22 individual service pages that each explain what the treatment is, who it's for and what to expect, ending with an easy way to book. We wrote about why that matters in healthcare CTAs that get people to book.
05 — Shop and details
Skincare, classes and the little things
ClubWell also sells professional skincare, so we designed a full e-commerce experience: a product list, product pages with photo galleries and size options, cart, checkout and member accounts. The homepage gives the skincare line its own moment, so a visitor who came for a class might leave with a body cream.
The small things got the same attention: a slim announcement bar for offers, a newsletter signup, a note from the founders, a blog called Wellinformed and app download links in the footer. We then developed the site so the team can keep it current as classes and treatments change.
06 — In the club
Built for how members actually live
Members check class times between errands and browse treatments from the sauna lounge. The layout gives every page plenty of room, keeps the text short and puts the next step one tap away.
See how we've approached other wellness brands in our healthcare and wellness work, including Oceanic Wellness.
They took the extra time to ensure every detail of our site felt aligned, elevated, and engaging.
What we delivered
An evolved identity and a full website and shop for a women's wellness club in King City.
- 01Brand identityAn evolved one-word wordmark, a new person-in-motion emblem, colour palette and typography.
- 02Website designMore than 40 page templates, including 22 service pages, membership, team, blog and booking.
- 03E-commerceProduct list and detail pages, cart, checkout and member accounts for ClubWell's skincare line.
- 04Website developmentA site the ClubWell team can update as classes, treatments and offers change.
- 05PrintBusiness cards that carry the new identity off screen.
