Ritual
Brand Identity Case Study
Services
Brand identity
Brand guidelines
Website design
The goal? To create a brand that resonates with the community—a space for friends, family, and strangers alike. Ritual wanted an Irish brand, so I drew from pre-Celtic and Celtic ritualistic stories to capture the “Ritual” essence. The goal was to create a fresh, timeless brand that promotes wellness and invites visitors to make it part of their “Daily Ritual".
Strategy
Craft community appeal
Establish growth potential
Personality traits
Verbal identity
Accessibility and inclusivity
Tools
Adobe suite
Mock up design
Animation
Brand strategy
Logo design
Client collaboration
Ritual
This project was for a new business, so I drew insights from the Q&A I sent to clients. This helped me to understand their vision. Ritual aims to be a new social hub for people to reset and relax. They aim to be a valuable service to the community, offering more than just a business. They asked me to create a brand that feels close-knit and deeply connected to the people it serves.
01. Strategy
Create a refreshing brand identity tied in Irish culture and history
To create a refreshing brand identity rooted in Irish culture and history, I used soft, inviting colours—light pink as a pop alongside off-whites and blacks—for a calm, timeless feel. The logo combines modern design with Irish heritage, featuring Ogham script in the letter “A” as a nod to Ireland’s pagan past. Surrounding the “A” is a sun motif inspired by Imbolc, symbolising renewal and seasonal change. These elements bring cultural depth and modern simplicity.
02. Visual identity
Crafting a visual identity with depth and simplicity
Ritual’s visual identity evokes calm and authenticity, blending modern aesthetics with cultural depth. A minimalist colour palette, subtle textures, and clean lines embody clarity and warmth. Integrating cultural symbols like Ogham script and the Imbolc-inspired sun motif ties the brand to its Irish roots, while soft colours and balanced layouts create an inviting, memorable look that resonates with a modern audience.
03. Message & tone
A message that resonates with the community
Rooted in creating quality experiences for the community. Each detail is curated with care and authenticity, creating a space where individuals can rest, recover, and connect. Making Ritual a place to socialise and find solace. The aim is to enhance well-being and inspire lasting impressions, inviting guests to include Ritual as a cherished part of their lives. The tone is warm, approachable, and community-focused.
A page out of the Ritual guidelines resonating their message
Variations for growth and flexiblity. But, still guided.
Logo concepts designed during research stage
04. Reflection
What I learnt and what I would do differently
How can I improve this service?
What I learn't...
This project reinforced the importance of deeply understanding a brand’s cultural and emotional roots to create an authentic identity. Integrating historical elements like Ogham and Imbolc symbols added meaningful layers that resonated with the brand’s vision. I also learned how impactful a carefully curated colour palette can be in shaping the tone and atmosphere of a brand, particularly when aiming for both warmth and modernity.
Next time...
Next time, I’d incorporate more feedback loops with the client during the conceptual phase to align our vision. Additionally, I’d explore a broader range of visual elements earlier in the design process, allowing more flexibility to refine or adjust based on the brand’s evolving needs. This approach would make the design journey more adaptive and responsive, ensuring a final product that resonates even more with the target audience.