Goodness Guru is a digital platform centred on wellness and healthy eating — helping people build better habits through simple recipes and mindful guidance.

The brand needed to feel uplifting and human, without leaning into the overly clinical or overly spiritual look that’s common in the wellness space.

To capture that tone, I designed a clean wordmark paired with a minimal curved line that subtly resembles a smile — a small but powerful cue of warmth, reassurance, and joy. Rather than relying on literal food or leaf imagery, the logo communicates how wellness should feel: positive, approachable, and doable.

The result is a soft yet confident identity that works seamlessly across social content, blog headers and future product touchpoints — positioning Goodness Guru as both an expert and a friendly guide.