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  • Jessica Plant

Behind-the-Brand | Pink Moon Energy

Updated: Jan 25


One of the things we love most about designing a new or rebranded identity is the power it has to help our clients reach their full potential. We wholeheartedly believe, branding is transformative and empowering when built with research + strategy + creativity.


Introducing Pink Moon Energy, a brand that aims to connect individuals searching for meaning with a sense that knows their truth, can empower healing, expansion and ultimately impact the world with a feeling of rich, unique purpose. Grounded in goodness, stubbornly spiritual, ethereally exploratory and magically mystical, PINK MOON ENERGY lives to be authentic, insightful, nurturing and welcomes unconditional love and acceptance.



We thrive on collaboration, so it helps when we work with inspiring people who are passionate about what they do, just like us!


We were delighted with the results of Pink Moon Energy’s new identity. To give you the full story, here’s a behind-the-brand look at the complete process of how the branding was developed.


ONE (1) | DISCOVERY


Our branding approach is built by combining research + strategy + creativity. First, we'll get to know you and your business, by taking a close look at your target market, the wider industry around you and determine exactly what makes your business unique. Expect lots of questions!


PINK MOON ENERGY, owner Sherry Braine, reached out to us, recognizing the need for a professional image and strategy before launching her spiritual self-care business. She wanted to step out with a tailored brand identity to secure her dream clients and make a profound mark in her industry.


TWO (2) | DEVISE


Next, it’s time for smart thinking! We’ll conduct extensive research to examine your industry, target market and competitors. This knowledge will inspire the strategy + creative direction for your brand with a plan that includes a mood board, which visually explores how to authentically express your brand identity so it outshines your competition and drives a connection with your ideal customers.


Within Sherry’s discovery questionnaire, we asked for a selection of words that she felt best described her brand. She answered with the following:

  • Connected

  • Truthful

  • Mystical

  • Nurturing

  • Joyful


Together with our industry and competition research, these words informed the strategy for the PINK MOON ENERGY brand story.


Next, the mood board and colour palette (shown below) was curated to visually convey the feeling described in the brand strategy. The mood board sets the tone of the proposed brand identity and very importantly, ensures our thoughts run parallel with our client. We must be in agreement on visual direction before proceeding to the concept stage.




The Mystic Moon strategy is guided by the light that radiates within all women. Represented through the Neo-Pagan expanded Triple Goddess deity of Maiden, Mother, Queen and Crone, that corresponds with cycles of the moon and each phase of life. A study of intuitive arts, lifelong lightwork and devotion to exploring a deeply soulful relationship with the Divine has manifested into a series of multi-disciplinary, self-care services that honour the spirit. PINK MOON ENERGY facilitates and balances personal core light, achieving spiritual wellness for the brand’s target market of hairstylists, aestheticians, beauty consultants, educators and health care workers.

The overall style direction places an emphasis on warm reds and pinks, circles and crescents to convey a passionate, vibrant and joyful female-centred aesthetic. PINK MOON ENERGY as a brand incorporates a multi-dimensional combination of spiritual symbolism, using the healing colour of crystals and sacred geometry to create a personal connection with its audience that is deeply rooted, vibey and soulful.

Symbolism and colour intertwine to represent PINK MOON ENERGY’s innate personality, mission, core values and ultimately develop distinct recognition.

The brand’s name is arguably its most powerful symbol. PINK MOON ENERGY’s soul-searched sobriquet is deeply in tune with its spiritual scholar and founder’s empathetic nature, energy work and the lifelong gift of clairvoyance.

PINK: Associates with femininity, evokes feelings of compassion, joy and unconditional love. A charming colour with a nurturing vibe, it connects with the ‘Soul Sisterhood’ of women, at all ages and stages. As a young adult, the founder’s strong ‘feelings’ propelled her to enter the personal care industry. The joy of self-care and beauty blended divinely, guiding her to become a licenced hairstylist, healing practitioner and the years later a high school cosmetology teacher. Working with Goddesses' (women’s hair), and ultimately, the top of the head correlates with the crown chakra, the energy wheel that drives one’s spirituality and sense of life direction. These fundamental choices, set in motion, PINK MOON ENERGY’s core mission, to beautify a woman's soul through a guided journey of working with energy and intuition to balance and achieve a sense of unconditional love with an expanded sense of self that is deeper, richer and brighter than was ever thought possible. *See colour theory below for more about pink.

MOON: The Moon rules the unconscious, the mysterious, the unseen, the dark, emotions and the divine feminine. A constant nurturer and unfaltering supporter of the founder’s feminine power and light has always been the wisdom of the Moon. As a Cancerian (naturally ruled by the Moon), the night time orb’s soft round face is deeply interwoven into every fibre of her being and has long since provided a sense of peace. PINK MOON ENERGY consults the moon’s sage wisdom, personified by idyllic Grandmother Moon. Similarly, the brand offers advice and provides counsel when asked and loving unconditionally, allowing one the opportunity to feel safe, yet independent and empowered. PINK MOON ENERGY’s ethos resonates with the moon’s waxing and waning as a parallel to one’s own energy expanding and contracting to accommodate the cycles and ever-changing challenges of life.

When combining the symbols of, PINK + MOON, the manifestation results in Strawberry Moon, a rare cosmic delight that appears in June, rising with the blossoming of its namesake berry. PINK MOON ENERGY corresponds with the sweet fruit’s symbol of reconciliation and the moon cycle, as a time for healing, letting go of judgment or self-righteousness and welcoming home positive energies in celebration.

ENERGY: Energy is revered as the body’s magic, one’s life force. PINK MOON ENERGY’s culminating practice of spiritual wellness and intuitive arts makes for a happy heart and singing spirit. As a lightworker, PINK MOON ENERGY is a high vibration messenger of hope, healing and a selfless servant of the spirit. The brand’s archetype, The Mystic, focuses energy on fulfilment and maintaining zen-like inner peace. PINK MOON ENERGY is unified with the Goddess deity, at one with the universe and absorbed in celestial energy, in other words, inherently, vibey. As a hybrid being, the brand bridges the gap between worlds, dimensions, generations, cultures, and planes of existence. PINK MOON ENERGY’s goal is not a personal quest, but rather an expression of divine inspiration.

Colour Theory is a set of rules that combines creativity and science and as such is a powerful business branding tool that can transform an identity into an emotional experience by instantly stimulating desire, instilling trust and making a connection with its market’s soul.

The proposed palette is a complementary harmony at its core of red and green. The richness of the Garnet, coupled with the coolness of Amazonite is balanced by the softness of Rose Quartz, Blush, Mystic and the light of Selenite creates a colour story in tune with each crystal’s healing energies.

Selenite (White) | Chakra: Crown | Element: Air

Just as light surrounds us, so does White. It brings with it spiritual connection, clarity of thought, truth, peace and enlightenment. Selenite, the crystal for happiness, is useful for empathetic healers who need to protect their energy fields. Synonymous with cleanliness, simplicity, purity and virtue, White also associates with renewal, intuition and a true sense of purpose. It offers inner cleansing, for PINK MOON ENERGY’s thoughts and soul, being the ultimate source of pure energy. Being a powerful energy amplifier, Selenite is known for its ability to bring light down from the higher realms into the physical body, creating personal transformation and spiritual insight.

Strawberry (Redish-Pink) | Chakra: Heart

Strawberry is joyful, creative, vibrant and refreshing like the fruit and springtime flowers. The heart-shaped berry has always denoted purity, passion and healing. Reddish pink, as grown in popularity as a branding colour, signifying high energy and unique businesses, driven to succeed. Strawberry is kind, resonating with sensitive individuals, often feminine with a strong nurturing side.

Rose Quartz (Medium Pink) and Blush (Light Pink) | Chakra: Heart | Element: Earth/Water

Blush pink is a sign of hope, it represents caring, affection, harmony, inner peace, and approachability. Rose Quartz alike PINK MOON ENERGY is intuitive and insightful, showing tenderness and kindness with its empathy and sensitivity. Delicate and feminine, all pinks evoke feelings of compassion and softness, vibrating with the energy of unconditional love. A charming colour with a nurturing vibe, it correlates with PINK MOON ENERGY’s core female beauty industry clientele, healing practitioners and educators. Rose Quartz is known to open the heart chakra and believed to raise self-esteem and balance emotions. It stimulates the circulatory system, increases fertility and aids in postpartum, all afflictions that cause peril to the women at various life stages. A rejuvenating crystal for all things love Rose Quartz, assists with healing heartbreak and encouraging self-love.

Amazonite (Dark Turquoise) and Mystic (Aqua) | Chakra: Heart | Element: Water

Turquoise is balanced and said to be harmony based in authenticity. Amazonite is famously known as the ‘Truth Stone,’ that boosts inner confidence and fills one with optimism. Emanating gentle energy that calms the soul, Turquoise inspires child-like honesty, helping one access and articulate innermost truths. Amazonite balances yin/yang energies and propels the authentic expression of one's true self. Turquoise associates with connections to the spiritual world, psychic sensitivity, and protection from harm and negative energy. The gemstone is a symbol of friendship and brings peace to the home and good fortune to its owner. Believed to carry with it great truth and wisdom, it represents self-realization and is an aid in analytical thinking as well as creative energy. Turquoise empowers one to search deep within and discover truths to find inner freedom and bring dreams to reality. Aqua is perceptive, intuitive and sensitive. It soothes one’s soul, like calm water, and creates an instant sense of home. Aqua is highly creative. People gravitate toward its cool, confident demeanour paving, PINK MOON ENERGY’s way of being a natural leader and communicator.

Garnet (Rich Red) | Chakra: Root | Element: Fire

Awaken your deepest passions with Garnet. At its core, Red symbolizes vitality and energizes. It invites connection with Mother Earth, feeling her pulse, her heartbeat, her rhythms and her cycles. Garnet can be used to ground spiritual forces to the body. Red denotes strength, warmth, motivation, positive energy and believed to bring success in business. Garnet has been used to release bad karma and considered a form of protection in life. Known as the ‘Health Stone,’ Garnet speeds up the healing process, boosts the immune system and energy levels. It represents a primordial fire and the creation of things out of chaos, purification and love.

Shapes also play an important role in the development of an identity. It's often the most innovative approaches that happen in the background that gives a brand its deeper, layered meaning.

The circles, ovals and crescents project optimism, comfort and united energy. PINK MOON ENERGY fundamentally sends positive emotional messages of harmony and protection as does the circle. Ovals and circles are graceful and complete and curves of any kind are viewed as feminine at their core. PINK MOON ENERGY naturally associates with the shape’s eternal constant, wholeness, cycles of life and its relationship with unity, inclusiveness and the moon. Expanding upon the thought that a circle represents the Divine life-force, the two overlapping circles in the Vesica Piscis, represents creation, birth, and the joining of spiritual and physical worlds. Take this ideology one step further, and without the Vesica Piscis, sacred geometry would not exist, and neither would we. PINK MOON ENERGY honours its sacred meaning by using this cosmic symbol to represent its femininity and connect to Goddess energy. By connecting to the energy of the spirit world, PINK MOON ENERGY becomes more enlightened, improving its intuition and spiritual practice.

In spirituality, triangles represent the union of body, mind and spirit. PINK MOON ENERGY’s self-care practices require one's whole self, the mental, physical and spiritual. The mind, setting the stage for an ability to heal and manifest, it is the ruler of magic. The body, all its parts, is the one tool always carried to make magic, it is the most powerful asset. And spirit, the visceral, instinctual part, the piece that connects to other living beings, the humanity and soul. This ideology extends to sacred geometry with the Merkabah which translates literally to light, spirit, body. Similar to Merkabah, PINK MOON ENERGY’s mission is to provide protection and transport consciousness to higher dimensions, reminding us of the potential power we wield when we unite our own energies in pursuit of connection and growth. A triangle turned upside down, symbolizes the Moon's element of Water, associated with the female essence. Triangles and PINK MOON ENERGY together symbolize balance, harmony and represent action.


Typography also impacts the development of a brand’s identity, similarly to colour and shape theory.

The combination of elegant ligatured based serifs and a flowing, handwritten script, connects with PINK MOON ENERGY’s mystic, spiritual and luxurious aesthetic, imparting notions of friendly femininity.



THREE (3) | DESIGN


After defining the visual brand direction, it was time to begin developing the logo concepts – our favourite part of the process! Our strengths lie in creating brand identities that translate our clients' vision and bring their message to life in a visual way.


The greatest challenge of creating a brand identity is incorporating several aspects into the design while still keeping it simple.


We had several considerations in mind during this stage, including:


  • Showing the brand's unique expertise by bringing a multi-dimensional and disciplinary energy work to a female target audience

  • Keeping the design versatile and functional

  • Developing a multi-layered strategy, deeply interwoven with symbolism in order to connect with its audience on a deeper, spiritual level

  • Tailoring the appeal to garner access, support and build a fierce tribe to foster a like-minded community of engaged individuals


As always we start by using pencil and paper to brainstorm visual ideas. From there the ideas with the most potential are refined.


Since design is subjective, we provide clients with a choice, by presenting two (2) different concepts that we confidently believe answer the directive.


However, an identity is more than just a logo; it’s a complete visual system that should add depth and personality to the brand. Show the world you’re invested in what you do with a practical, versatile toolkit of brand elements that takes your business to the next level!


As part of the concept presentation, we also deliver a brand storyboard that includes the other design elements needed to complete the visual identity— secondary logo, submark, colour palette, typography, patterns and social signatures. In addition, digital in use renderings are developed to showcase how each concept could appear in real-life applications.


For both concepts, the subjective elements were extracted to showcase the systematic approaches used to create each brand mark, with the aim to connect with the audience on a deeper level.


CONCEPT 1 - The Cosmic Connection Logomark


This design centres on circles, honouring Vesica Piscis’ sacred meaning by using the cosmic symbol to represent femininity and the connection to goddess energy. In the logomark, the idea of connection is further illustrated by the purposeful typographical loop that links the words, ‘Pink’ and ‘Moon’. While the flowing handwritten script gives a sense of the personal relationship between the brand and its audience, evoking feelings of authenticity, luxury and soulful connections. The brand mark combines the female essence and a strawberry’s sweet heart shape representing the union of body, mind and spirit with purity, passion and healing. In the variation mark, the use of the turquoise colour (and stone by the same name), symbolizes the balancing of yin/yang energies and propelling the authentic expression of one's true self. The “Spirit Sister,” brand element is a nod to the founder’s first initial with its “S” shape. The warmth of the palette denotes an underlying sense of wisdom, harmony and approachability, encouraging inner peace and balancing core light, central to the motivations of the brand.


CONCEPT 2 - The Mystical Moon Logomark


This design focuses on curves to convey a nurturing and passionate female-centric aesthetic while sending positive emotional messages of harmony, protection and united energy. The crescent shape, reminiscent of a crown, arching over the ​word 'Pink', symbolizes the​ brand's​ core women demographic of the​ Queen, as part of the Neo-Pagan expanded Triple Goddess deity. The star (+) within the letter “O” in the word ‘Moon,’ connects with the ideology of embracing one’s light and the mystic’s archetype of focusing energy on fulfilment and maintaining zen-like inner peace. Brought together, the shapes parallel the likeness of Venus embodying femininity in its purest form. The ligatured serif typeface was chosen for its mystical allure, while the handwritten script has an effortless vibe, denoting friendliness and inclusion. The brand mark combines feminine power and light, personified by idyllic ‘Grandmother’ Moon. The round orb’s waxing and waning extends throughout the concept to strategically parallel one's own energy, expanding and contracting to accommodate the ever-changing challenges, and act as a guiding light through life’s cycles.


Sherry rejoiced in every minute of studying, 'feeling into' and visualizing the concepts. While she was drawn to concept one's symbolism and the infinity loop created by the K, she ultimately chose concept two, due to strongly resonating with the crescent 'crown', noting its unique and friendly feeling. She loved how there were many opportunities to expand this concept and was honoured that we were able to bring in so many elements to this design, including the concept of protection!

FOUR (4) | DEVELOP


No revisions were required. Due to our considered design approach, we usually have minimal design refinements, if any at all.


Next, we built out the content and digital required. To put it simply, this is the process of designing all the other items that will be needed to communicate and launch the brand identity.


For this new identity we created the following collateral:

  • Website

  • SEO strategy

  • Copywriting

  • Branded Photography




FIVE (5) | DELIVER


Altogether, this process took 10 weeks. The client launch package always includes a plethora of logo files for both print and web use; including all the brand elements, colour palette, patterns and typography (font files).


Thanks to the brand storyboard, Sherry understands how to use her new brand identity going forward.


We also provide a step-by-step web tutorial to assist clients with making simple updates whenever needed.


For all our brand identity clients, we offer ongoing design services to ensure that future projects align with the new branding.



THE TAKEAWAY When you invest in your brand, you're building a level of confidence within yourself, your business and your clients.

Sherry's new brand fully communicates a level of professionalism, confidence and sophistication that will inevitably have her clients trusting her on a whole new level.


Don’t just take our word for it. See what Sherry had to say:


"You have surpassed any expectations that I may have had, by beautifully capturing what I was so desperately trying to say in my discovery questionnaire. It is magnificent and absolutely PERFECT. Thank you for using your gifts on my behalf!"

-- SHERRY BRAINE, PINK MOON ENERGY


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