from fitness
to wellness

The well

 From Fitness to Wellness

WORKING BETTER AT LIVING BETTER

Vince Frost and the Frost*collective have collaborated with fashion retail innovator Robby Ingham on The Well, a new multidisciplinary wellness centre and cafe in Bondi Beach.

The Well’s mission to, ‘help you feel your best every day’, draws a fitting parallel to that of Vince Frost’s Design Your Life book and its role in helping inspire people to use design principles to, ‘work better at living better’.

“Our vision is to create a multi-faceted health centre to assist our members in all aspects of their health needs. We see The Well as becoming a focal point for our very health conscious community,” says Ingham.
 From Fitness to Wellness
 From Fitness to Wellness
 From Fitness to Wellness

A SHIFT FROM FITNESS TO WELLNESS

Frost* Design’s strategy for the brand is rooted in the idea of a shift from fitness to wellness. It’s about focusing on the evidence-based, fine-tuned wellness approach The Well delivers through a concierge who aligns all of the practitioners working on your health. It’s about a personalised and holistic approach to individual health.

“The idea from the client of a wellness concierge is brilliant. One person who deals with all of the various experts around you. We all have so many people giving potential contradictory advice,” says Frost.
 From Fitness to Wellness
 From Fitness to Wellness
 From Fitness to Wellness
 From Fitness to Wellness
 From Fitness to Wellness

‘‘Our vision is to create a multi-faceted health centre to assist our members in all aspects of their health needs. We see The Well as becoming a focal point for our very health conscious community.” 

Robby Ingham,
THE WELL

 From Fitness to Wellness
 From Fitness to Wellness

A SIMPLE, CLEVER AND HARMONIOUS BRAND

The big idea for the name, brand and identity for The Well references a source, a centre for activities and purity. The brilliance is in the ability of the name to be used in branding as a device for communicating the benefits of using The Well to improve your health.

Ingham continues, “We love the name. It has a number of connotations that all apply perfectly to our vision and the building design.”

Feel Well, Be Well, Eat Well, Train Well, Move Well, Relax Well. It’s simple, and beautifully harmonious. When Frost* noticed the similarities in the structure of the space – a curved tower overlooking the ocean – with a well, the idea set.
 From Fitness to Wellness

A PERFECTLY COMPOSED VISUAL LANGUAGE

This idea of balance is ingrained in the brand logo. The seven pillars of service — therapy, recovery, flexibility, aerobic, sleep and nutrition — are communicated through a perfectly composed line of seven dots, which are built into the brand name using connecting lines. These connective dots and lines are then articulated throughout the brand identity.
 
Bold black and white graphics, using the dots and lines present in the brand logo, create a visual language across everything from uniforms to merchandise. This departure from the consistently bright schemes typically used by the health industry is a purposeful move to differentiate this new style of delivering fitness and health services from the norm.
 From Fitness to Wellness
 From Fitness to Wellness

‘‘We love the name. It has a number of connotations that all apply perfectly to our vision and the building design.” 

ROBBY INGHAM,
THE WELL





 From Fitness to Wellness
 From Fitness to Wellness
 From Fitness to Wellness