After spending a decade as a general nutritionist, our client was shifting her practice toward performance nutrition and a more specialized client base. She needed a brand that could signal that evolution without losing the energetic, approachable personality her clients already loved.

We started by getting to know her beyond her practice, using a series of questions and exercises to understand her personality, preferences, and vision for the business. The name Core Asset Nutrition emerged from a playful connection to the Financial District where she works: asset is familiar financial language, while core speaks to the body and the foundation of performance. The initials, CAN, add another layer — a reminder of the confidence she wants her clients to bring to their own goals.

Visually, the challenge was to balance her personality with the minimal, sophisticated aesthetic appropriate for her practice. Rather than making the CAN acronym the centerpiece of the identity, we distilled the name into a simple CA mark: understated, distinctive, and flexible enough to grow with the business.

The resulting identity extends across business cards, postcards, and a forthcoming new website, giving her practice a visual language that reflects where she's headed.