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Fire Horse

Fire Horse (identity development, packaging, retail interior)
anticipated launch November 2010
Fire Horse presented the opportunity to define a new category, in a space overrun by thinly veiled reinventions of the same old standard. The client’s business is a restorative wellness spa located in Los Angeles, and needed to differentiate from the region’s ubiquitous beauty and medi-spas. Fire Horse is a holistic center for well being with Eastern overtones focusing on energy work, well-being and conscious living. The environment includes five treatment rooms, a classroom (for yoga, tai chi, meditation and wellness education), retail boutique and organic food bar and kitchen. Services include massage therapy, skin and body treatments, and classes for conscious living. mm (identity lab) crafted a stylized horse image with dynamic movement in vibrant bronze. Brand vitality was emphasized to highlight the mission of the client company: “ignite your energy, harness your potential.”