This branding exercise explored the concept of in-between spaces: places without a defined purpose, such as the gap between a door and the wall or the space beneath a car seat, and how a brand identity could be developed from such an abstract idea.
Niche was inspired by the idea of corners, quiet spaces for reflection, and is envisioned as a wellness brand centered on mindfulness and meditative practice. Its visual identity and ethos are built around making mindfulness accessible and inclusive for everyone, while avoiding imagery that appropriates or mystifies cultures whose traditions are rooted in religious practice.
The logo is a blend of my personal taste and the research I conducted to explore how a physical space can reshape a mental one. At the time, I was studying asceticism in religious practices and reinterpreting what extreme discipline could mean for myself. I often prefer to work in desolate environments—dark, empty, and free of distraction—which reignited my interest in architecture as a form of space, particularly the stark qualities of brutalism. Skeletal, angular, and disturbingly beautiful, brutalist architecture became a key influence.
I wanted to merge the sacred geometry associated with mindfulness and spirituality with the angularity of brutalism, while incorporating neutral tones to encourage inclusivity in a wellness space that is too often marketed primarily toward women.
