BeWellDetox

Brunswick East Wellness & Detoxification Centre

Restore Your Natural Balance

Brand Style Guide 2025

1.1 Brand Essence

BeWellDetox is a holistic, community-focused wellness and detoxification centre based in Brunswick East. The brand exists to help people cleanse, restore, and maintain natural vitality through safe, evidence-informed programs, naturopathic guidance, and supportive education.

1.2 Brand Purpose

To make natural detoxification and everyday wellness accessible, understandable, and sustainable for busy urban communities.

1.3 Mission

To empower individuals to reclaim their health through personalised, science-informed detoxification programs, holistic therapies, and compassionate guidance in a calm, restorative environment.

1.4 Vision

To become the most trusted natural health and detoxification hub in Brunswick East and beyond, known for blending evidence-based practice with the nurturing power of nature, and for building a supportive wellness community.

1.5 Core Values

Integrity: Transparent communication, qualified practitioners, and evidence-informed protocols.
Compassion: Each client is listened to with empathy and treated with respect.
Holism: Mind, body, and lifestyle are addressed as an interconnected whole.
Community: Workshops, group programs, and local partnerships foster connection.
Sustainability: Preference for practices and products that respect the environment.

2.1 Primary Logo

Primary Full-Colour Logo

The BeWellDetox logo features a circular icon containing a stylised human figure reaching upward, merging into an organic leaf form. A blue-to-green gradient represents the journey from calm, cleansing waters through to renewal and vitality.

Logo Specifications

Preferred applications: Website headers, brochures, signage, email signatures, printed collateral.
Minimum width (print): 25 mm
Minimum width (digital): 150 px
Clear space: Maintain a clearance area equal to the height of the capital "B" in "BeWellDetox" on all sides.

2.2 Approved Variations

Full-colour logo: Icon in blue-green gradient with dark wordmark. Use on white or light backgrounds.
Reverse (white) logo: White icon and wordmark for dark or photographic backgrounds.
Single-colour logo: Solid Charcoal Ink (#263238) or white for one-colour printing or embossing.

Note: Always use master artwork files supplied by the brand team. Do not attempt to recreate or redraw the logo.

2.3 Incorrect Usage

The logo may NOT be altered in any way:

Do not distort, stretch, compress, or rotate the logo.
Do not change the colour palette or apply unapproved gradients.
Do not add outlines, shadows, glows, or decorative effects.
Do not place the logo on complex, patterned, or low-contrast backgrounds.

The BeWellDetox colour palette is inspired by clean water, fresh foliage, and natural minerals. Use it consistently across all print and digital materials to reinforce brand recognition.

3.1 Primary Colors

Leaf Fresh

HEX: #7AC943 | RGB: 122, 201, 67

Core brand green. Use for primary buttons, key highlights, and positive alerts.

Forest Deep

HEX: #3A8E38 | RGB: 58, 142, 56

Dark accent green. Use for headings, navigation, and emphasis.

Ocean Trust

HEX: #2E7BB4 | RGB: 46, 123, 180

Deep blue associated with trust and clarity. Use for links and secondary buttons.

Sky Renewal

HEX: #6CB4EE | RGB: 108, 180, 238

Light blue for soft backgrounds, gradients, and gentle emphasis.

3.2 Secondary & Neutral Colors

Stone Calm

HEX: #9EA3A8 | RGB: 158, 163, 168

Neutral grey for supporting text, dividers, and subtle UI elements.

Earth Warmth

HEX: #A67B5B | RGB: 166, 123, 91

Warm earth tone for occasional accents, illustrations, and natural textures.

Pure Clarity

HEX: #F5F5F5 | RGB: 245, 245, 245

Off-white background colour for panels, cards, and page sections.

Charcoal Ink

HEX: #263238 | RGB: 38, 50, 56

Primary text colour for high contrast and excellent readability.

3.3 Color Balance Ratios

For balanced, cohesive layouts, use the palette in approximately these proportions:

Proportion	Color(s)	Use Case
60%	White & Pure Clarity	Light backgrounds, negative space, page structure
25%	Leaf Fresh & Forest Deep	Emphasis, buttons, headings, key visual elements
10%	Ocean Trust & Sky Renewal	Interaction points, links, secondary highlights
5%	Stone Calm & Earth Warmth	Supporting tones, accents, subtle details

3.4 Color Specifications for Production

Print (CMYK)

Leaf Fresh (#7AC943): C: 45% M: 0% Y: 80% K: 20%
Forest Deep (#3A8E38): C: 70% M: 20% Y: 100% K: 45%
Ocean Trust (#2E7BB4): C: 85% M: 40% Y: 0% K: 20%
Sky Renewal (#6CB4EE): C: 60% M: 20% Y: 0% K: 0%

Digital (RGB)

Use HEX values directly in design software or CSS. RGB conversions are provided in the colour swatch section above.

3.5 Color Accessibility

Always ensure adequate contrast between text and background colours. The primary text colour (Charcoal Ink #263238) meets WCAG AA standards when placed on light backgrounds. For special requirements, consult accessibility guidelines before implementation.

Typography for BeWellDetox is clean, modern, and highly legible. Use web-safe sans-serif fonts to ensure consistent appearance across print and digital formats.

4.1 Font Families

Primary Typeface: Arial, Helvetica, sans-serif

This stack offers a crisp and contemporary look that aligns with the brand's focus on clarity and simplicity. Where Arial is unavailable, Helvetica or the system default sans-serif may be used.

4.2 Typographic Hierarchy

Heading 1 – Page Titles

BeWellDetox – Restore Your Natural Balance

Web: 24–30 px | Print: 24–30 pt | Use: Main page titles and cover headings

Heading 2 – Section Titles

Detox and Wellness Programs

Web: 18–22 px | Print: 18–22 pt | Use: Key section headings

Heading 3 – Subheadings

Gentle, Guided Cleansing

Web: 14–16 px | Print: 14–16 pt | Use: Sub-sections and supporting headings

Body Text

This is sample body copy for BeWellDetox. Text should be easy to read, friendly in tone, and set with generous line spacing. Use sentence case and avoid unnecessary capitalisation for a calm and approachable feel.

Web: 13–14 px | Print: 10–12 pt | Line height: 1.4–1.6

Caption & Small Text

Supporting text for captions, labels, and footnotes

Web: 12 px | Print: 8–10 pt | Use: Secondary information and metadata

4.3 Typographic Rules

Use bold weight to indicate hierarchy in headings; keep body text in regular weight.
Maintain clear spacing between paragraphs and sections to support easy scanning.
Left-align body text for both print and digital formats.
Avoid using more than two font sizes in short pieces to prevent clutter.
Use italics sparingly for emphasis, testimonials, and scientific names.

Images and visual elements should reflect the clarity, freshness, and calm that clients experience with BeWellDetox. Use photography and graphics that feel real, warm, and hopeful.

5.1 Photography Direction

Subjects: Fresh whole foods (leafy greens, citrus, herbs), filtered water, natural textures (timber, stone, linen), gentle movement (yoga, stretching, walking).
Lighting: Prefer natural daylight or soft studio lighting. Avoid harsh flash or overly dramatic contrast.
Composition: Simple, uncluttered scenes with ample negative space to allow for text overlays when needed.
Colour Treatment: Slightly warm or neutral tones. Greens and blues in the brand palette should be present but not oversaturated.
People: Realistic, diverse individuals represented in a relaxed, authentic way; avoid overly posed stock imagery.

5.2 Graphic Elements & Icons

Incorporate soft, flowing curves and organic shapes that echo the circular logo and leaf motif.
Use simple line icons with rounded corners in Forest Deep (#3A8E38) or Ocean Trust (#2E7BB4).
Apply subtle gradients from Sky Renewal to Leaf Fresh for banners or section headers.
Use Pure Clarity (#F5F5F5) for panels or overlays to keep layouts light and breathable.

5.3 Layout Principles

Layouts should feel calm and ordered. Aim for clear visual hierarchy, generous margins, and well-defined sections.

Maintain consistent margins and padding on all sides of content blocks.
Use one primary focal point per page or screen to prevent visual overload.
Allow space for the eye to rest — do not overcrowd with large bodies of text or multiple competing images.
Use colour strategically to guide attention toward calls to action and key messages.

5.4 Design Grid

Web: Use a flexible 12-column grid system for responsive layouts across mobile, tablet, and desktop.

Print: Maintain consistent 50px margins on all sides of A4 pages with clear section breaks.

The BeWellDetox voice is supportive, clear, and optimistic. It should help people feel understood, informed, and capable of making positive changes.

6.1 Tone Characteristics

Empathetic: Acknowledge how clients feel and recognise the challenges of modern life.
Encouraging: Highlight progress and possibility rather than guilt or fear.
Clear and Accessible: Use plain language; explain technical terms when necessary.
Grounded: Avoid exaggerated claims. When referencing benefits, focus on realistic outcomes.
Community-Focused: Use inclusive language such as "we," "our team," and "our community."

6.2 Writing Guidelines

Write in the second person ("you") when speaking directly to clients.
Use short paragraphs and bullet points for readability.
Avoid medical jargon unless required; if used, provide a simple explanation.
Focus on benefits and transformations such as energy, clarity, and balance.
Use active voice and present tense wherever possible.

6.3 Messaging Pillars

1. Natural & Evidence-Informed Care
"Our programs blend naturopathic wisdom with modern research."

2. Personalised Detox Journeys
"Because your body and lifestyle are unique, your detox should be too."

3. Restoration & Long-Term Balance
"Beyond a quick fix, we help you build lasting habits of wellness."

6.4 Sample Copy by Context

Tagline:
"BeWellDetox – Restore your natural balance."

Website Introduction:
"BeWellDetox is your local wellness and detoxification centre in Brunswick East. Our team combines naturopathic expertise with gentle, practical programs to help you reset, restore, and renew your health – in a way that fits your real life."

Program Description:
"Our 7-day guided detox supports your body's natural cleansing processes with whole foods, targeted nutrients, and simple daily practices. You will receive step-by-step guidance, recipes, and check-ins with our practitioners, so you never feel alone on the journey."

Social Media Post:
"Feeling sluggish after a busy season? Small changes can make a big difference. This week, focus on hydration: aim for two litres of water each day and notice how your energy and focus respond. If you would like personalised support, our practitioners are here to help."

The following examples illustrate how the BeWellDetox brand can be applied consistently across common touchpoints. They are descriptive guidelines rather than rigid templates.

7.1 Business Card

Front: White background, primary full-colour logo centred. A thin band of Leaf Fresh (#7AC943) along the bottom edge.
Dimensions: 90mm × 50mm (standard business card size)
Back: Contact details left-aligned in Charcoal Ink (#263238). Name and role in bold, phone and email in regular weight. Website URL highlighted in Ocean Trust (#2E7BB4).

7.2 Letterhead

Logo placed at the top left, aligned with a subtle horizontal rule in Forest Deep (#3A8E38).
Footer strip in Pure Clarity with clinic address, contact information, and website in Stone Calm (#9EA3A8).
Body text in Arial, 11–12 pt, with generous top and side margins (40–50px).

7.3 Website Header & Navigation

Header: White background with logo on the left and navigation links on the right in Charcoal Ink.
Navigation Hover State: Text colour changes to Ocean Trust (#2E7BB4).
Primary CTA Button: Leaf Fresh background (#7AC943) with white text, 16px font.

7.4 Hero Section (Website / Marketing)

Full-width image featuring natural textures or light-filled interiors.
Soft gradient overlay (Sky Renewal to Leaf Fresh) with 20–30% opacity.
Main headline in bold Heading 1 style (white or Charcoal Ink depending on background).
Supporting copy and a Leaf Fresh call-to-action button.

7.5 Social Media Posts (Instagram / Facebook)

Use square (1080×1080px) or vertical (1080×1350px) image formats.
Minimal text overlays; maximum clarity.
Place the logo subtly in a corner, ensuring sufficient clear space.
Headlines and tips can appear in panels using Leaf Fresh or Sky Renewal as background with white text.
Maintain consistent tone and colour usage across the feed.

7.6 Email Signature

Small logo (40–60px width) left-aligned.
Name and title in Charcoal Ink, bold.
Contact details in Stone Calm, regular weight.
Divider line in Leaf Fresh (#7AC943).

Consistent brand application builds trust and recognition. Follow these guidelines whenever creating new materials for BeWellDetox.

8.1 Do's ✓

Use the official logo files in their approved colour variations.
Maintain the specified clear space around the logo (height of capital B).
Use the defined colour palette and type hierarchy consistently.
Keep layouts clean with generous margins and clear emphasis.
Choose imagery that feels natural, optimistic, and calm.
Write in an empathetic, encouraging tone with simple language.
Test colour contrast for accessibility (WCAG standards).
Use web-safe fonts (Arial, Helvetica) across digital platforms.

8.2 Don'ts ✗

Do not alter, distort, or recolour the logo outside approved variations.
Do not add shadows, outlines, glows, or special effects to branding.
Do not introduce new, unapproved colours that clash with the palette.
Do not use decorative or script fonts conflicting with brand aesthetic.
Do not crowd pages with too many messages, images, or elements.
Do not make unsubstantiated health claims or use alarmist language.
Do not place the logo on patterned or low-contrast backgrounds.
Do not rotate, flip, or separate elements of the logo lock-up.

Quick Check: Before publishing any material, ask: Does this reflect BeWellDetox' calm, supportive, and evidence-informed values? Is the logo and colour palette applied correctly? Is the copy empathetic and clear?

To maintain quality and consistency across all platforms, adhere to the following technical standards for brand assets and artwork.

9.1 Logo Files

Print: Use vector formats such as AI, EPS, or PDF in CMYK colour mode for offset and digital printing.
Digital: Use PNG or SVG files in RGB colour mode for websites, presentations, and social media.
Web Use: Prefer SVG for responsive digital applications to ensure sharpness at all sizes.

9.2 Colour Specifications

HEX Values: The HEX codes listed in this guide are the master references (e.g., #7AC943 for Leaf Fresh).
Print (CMYK): Convert HEX values to CMYK using professional design software, checking for closest achievable match. See page 4 for pre-calculated values.
Digital (RGB): Use HEX or RGB values directly within CSS, design tools, or presentations.

9.3 Typography & Fonts

Font Stack: Arial, Helvetica, sans-serif across all applications for broad compatibility.
Embedding: When exporting to PDF from design software, embed fonts to preserve typography.
Web: Use system fonts or locally-installed Arial/Helvetica; avoid external font services to ensure consistency.

9.4 Image & Resolution Standards

Print: Use images at minimum 300 dpi at final size.
Digital (Web): Use images sized appropriately for their container, typically 72–144 dpi, optimised for fast loading.
Formats: Use PNG for logos and graphics with flat colours; use JPEG for photographic images.

9.5 File Naming & Organisation

Naming Convention: Use clear, descriptive file names, for example: bewelldetox-logo-primary-rgb.png, bewelldetox-hero-image-print.jpg
Folder Structure: Organise assets into folders: logo, color-swatches, templates, photography, icons
Version Control: Maintain a shared central repository to ensure all team members work from the latest versions.

9.6 Export & Delivery

PDF Export: Save brand guide and templates as print-ready PDFs (300 dpi, CMYK).
Web Export: Optimise images for web; use GZIP compression for HTML/CSS files.
Archive: Keep master files in original software format (AI, PSD) for future edits.

Support & Questions: For any questions about correct logo usage, new templates, or special production requirements, contact the BeWellDetox brand custodian or design partner before proceeding.

BeWellDetox

Brunswick East Wellness & Detoxification Centre

For brand inquiries and support:

info@bewelldetox.com.au

03 9999 XXXX

Brand Style Guide – Version 1.0 | 2025

This guide ensures consistent, professional application of the BeWellDetox brand.

Brand Overview

1.1 Brand Essence

1.2 Brand Purpose

1.3 Mission

1.4 Vision

1.5 Core Values

Logo Usage

2.1 Primary Logo

Logo Specifications

2.2 Approved Variations

2.3 Incorrect Usage

Color Palette

3.1 Primary Colors

3.2 Secondary & Neutral Colors

Color Usage

3.3 Color Balance Ratios

3.4 Color Specifications for Production

Print (CMYK)

Digital (RGB)

3.5 Color Accessibility

Typography

4.1 Font Families

4.2 Typographic Hierarchy

4.3 Typographic Rules

Brand Imagery

5.1 Photography Direction

5.2 Graphic Elements & Icons

5.3 Layout Principles

5.4 Design Grid

Tone of Voice

6.1 Tone Characteristics

6.2 Writing Guidelines

6.3 Messaging Pillars

6.4 Sample Copy by Context

Layout & Applications

7.1 Business Card

7.2 Letterhead

7.3 Website Header & Navigation

7.4 Hero Section (Website / Marketing)

7.5 Social Media Posts (Instagram / Facebook)

7.6 Email Signature

Brand Usage

8.1 Do's ✓

8.2 Don'ts ✗

File & Format

9.1 Logo Files

9.2 Colour Specifications

9.3 Typography & Fonts

9.4 Image & Resolution Standards

9.5 File Naming & Organisation

9.6 Export & Delivery

BeWellDetox