LAB28
Designing Wellness Around Women's Biology
ABOUT THIS PROJECT
Lab28 is a women’s health and wellness platform built around a simple belief: fitness, nutrition, and recovery should work with the body, not against it.
The platform helps women align training, nutrition, fasting, and lifestyle habits with their hormonal cycles, turning complex health data into practical daily guidance. Creating Waves partnered with Lab28 to develop a brand identity that felt as intelligent and science-led as the product itself, while remaining empowering, approachable, and deeply human.
The result is a bold wellness brand designed to challenge convention and inspire women to move in sync with their bodies.
DESIGN INSIGHT
Women's health has long been underserved by fitness and wellness brands. Many platforms are built on generic frameworks that overlook the physiological differences that shape how women train, recover, and perform.
Lab28 needed a brand capable of bridging science and lifestyle. It had to communicate credibility without feeling clinical, and empowerment without relying on the clichés often seen in the wellness category.
Our strategy centred on creating a visual and verbal identity that reflected movement, rhythm, and progression. The brand system draws inspiration from the cyclical nature of women's health, using dynamic forms, layered gradients, and fluid graphic elements to represent changing energy, hormones, and performance across different phases of the cycle.
A vibrant colour palette, contemporary typography, and authentic photography help position Lab28 as a modern wellness movement rather than another fitness app. Every touchpoint was designed to reinforce the brand promise: helping women better understand their bodies and unlock sustainable performance through personalised guidance.
The identity extends seamlessly across digital products, social media, environmental branding, merchandise, and future platform experiences, creating a cohesive ecosystem built around education, empowerment, and wellbeing.
OUTCOME
The Lab28 brand establishes a distinctive position within the growing women’s health and wellness sector.
By combining scientific credibility with an energetic and aspirational visual language, the brand creates an experience that feels both trustworthy and motivating. The identity provides a scalable foundation for product growth while helping Lab28 stand apart in a category often dominated by generic fitness messaging.
From mobile experiences and social content to physical environments and branded merchandise, the system is designed to move fluidly across every customer touchpoint. The result is a future-ready brand that transforms cycle-based wellness from a niche concept into an accessible and inspiring lifestyle.
Lab28 is more than a wellness platform. It is a brand built to help women train smarter, recover better, and build a stronger relationship with their bodies ; every day, every phase, every cycle.
LAB28
Designing Wellness Around Women's Biology
ABOUT THIS PROJECT
Lab28 is a women’s health and wellness platform built around a simple belief: fitness, nutrition, and recovery should work with the body, not against it.
The platform helps women align training, nutrition, fasting, and lifestyle habits with their hormonal cycles, turning complex health data into practical daily guidance. Creating Waves partnered with Lab28 to develop a brand identity that felt as intelligent and science-led as the product itself, while remaining empowering, approachable, and deeply human.
The result is a bold wellness brand designed to challenge convention and inspire women to move in sync with their bodies.
DESIGN INSIGHT
Women's health has long been underserved by fitness and wellness brands. Many platforms are built on generic frameworks that overlook the physiological differences that shape how women train, recover, and perform.
Lab28 needed a brand capable of bridging science and lifestyle. It had to communicate credibility without feeling clinical, and empowerment without relying on the clichés often seen in the wellness category.
Our strategy centred on creating a visual and verbal identity that reflected movement, rhythm, and progression. The brand system draws inspiration from the cyclical nature of women's health, using dynamic forms, layered gradients, and fluid graphic elements to represent changing energy, hormones, and performance across different phases of the cycle.
A vibrant colour palette, contemporary typography, and authentic photography help position Lab28 as a modern wellness movement rather than another fitness app. Every touchpoint was designed to reinforce the brand promise: helping women better understand their bodies and unlock sustainable performance through personalised guidance.
The identity extends seamlessly across digital products, social media, environmental branding, merchandise, and future platform experiences, creating a cohesive ecosystem built around education, empowerment, and wellbeing.
OUTCOME
The Lab28 brand establishes a distinctive position within the growing women’s health and wellness sector.
By combining scientific credibility with an energetic and aspirational visual language, the brand creates an experience that feels both trustworthy and motivating. The identity provides a scalable foundation for product growth while helping Lab28 stand apart in a category often dominated by generic fitness messaging.
From mobile experiences and social content to physical environments and branded merchandise, the system is designed to move fluidly across every customer touchpoint. The result is a future-ready brand that transforms cycle-based wellness from a niche concept into an accessible and inspiring lifestyle.
Lab28 is more than a wellness platform. It is a brand built to help women train smarter, recover better, and build a stronger relationship with their bodies ; every day, every phase, every cycle.
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