What’s a Brand Palette (and How Do We Create One)?

written by David
August 04, 2021
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We at The WellBrand love colour, and that’s why one of our favourite parts of any client’s BrandWell Day is when we work with them to create their personal “brand palette”. It’s a fun, interactive and sometimes surprising experience. But what exactly is a brand palette, why is it important and how does this get created? All good questions, so let’s get into it!

A Brand Palette Is…

… a group of carefully & intentionally chosen colours that visually convey the purpose and feeling of a brand. Once chosen, these are then incorporated into a business’ website, email marketing, online courses or even good, old physical media (biz cards, brochures, etc.)

Sounds fairly important, doesn’t it? You bet, and because of that, our BrandWell Day includes a guided process to choose these unique colour combinations.

It’s Elemental, Really…

The BrandWell Discover Playbook

Let’s first touch on the five elements – Ether, Air, Fire, Water and Earth. These elements are fundamentals of Ayurveda and they make up the basis for how we discuss colour with the client during the BrandWell Day. Each element corresponds with different qualities and evokes different feelings. Figuring out which element (or elements!) resonates with the client is an important first step in creating a brand palette.

Ether palette

Qualities/Feelings – EXPANSIVE, COSMIC, UNITY, CONNECTION, ETHEREAL, SPIRITUAL, INSIGHTFUL

Air palette

Qualities/Feelings – FLOWING, GRACEFULNESS, EASE, LIGHTNESS, RELIEF, MOVEMENT, VARIABLE, OPEN

Fire palette

Qualities/Feelings – VIVID, FIERY, PASSIONATE, BOLD, UPLIFTING, ENERGY, INTENSE, LUMINOUS, TRANSFORMATIVE

Water palette

Qualities/Feelings – TRANQUIL,  INTEGRITY, ENDURING, FLOWING, VAST,  STILL, SOOTHING, PURE, CLEANSING

Earth Palette

Qualities/Feelings – GROUNDED, FERTILE, STABLE, DENSE, QUIET, RELIABLE, LONGEVITY,  ABUNDANCE

A couple of questions we usually ask our BrandWell clients:

  • What colours/qualities do you resonate with personally?
  • What feelings/qualities do you want to convey with your business offering?

The interesting thing is: The two questions above may not yield the same answers… It’s quite possible that the client may personally be drawn to one element (say, the soothing qualities of water), but wants to make a different statement with their business (“I want my brand to be bold and energetic!”)

Fun With Colour

There’s a reason our BrandWell Day is a whole day – we cover a lot of ground with the client and really ‘getting them’ and understanding their business takes time.

A lot of the day is focussed on getting to know the client and their soul-work on a deep level. From that we can ascertain which personal colours may make their way onto the brand palette.

But we also take time to ask out clients to focus on their business and the energy they want it to relay to potential clients. And this leads us to a particularly fun BrandWell activity: pulling out the colour swatches!

We have a number of sheets of swatches and clients quickly learn that we’re going well beyond just basic ‘blue’ or ‘red’. We usually go through the sheets fairly quickly (the less deliberation the better!) and have the client intuitively choose the hues which they most relate to. Often this leads to choices which the client may not have initially chosen, but end up being important to the eventual branding!

Client Examples

Farah Nazarali colour swatches

FarahNazarali.com

(Yoga & Conflict Resolution)

While Farah felt most closely aligned to both flowing water (Kapha) and energetic fire (Pitta), she concluded that those elements would be best contained within a website of lighter, airier tones.

The Mystic Masala

(Ayurvedic Aromatherapy)

Crisp colours evoking sacred Vedic art predominated with the five elements holding a place throughout the Mystic Masala product lines – Vata (air), Pitta (fire & water), Kapha (earth & water) and Tridoshic.

Mystic Masala colour swatches

So, How Do We Decide Upon a Brand Palette?

In the end, a client’s brand palette is created from both their colour choices as well as from the gems uncovered during the discussions that occur doing the BrandWell Day – about the client’s background, desires for their business and, of course, the elements.

It’s a fun, interactive and intuitive part of creating any new (or refreshed) brand!

Sound intriguing (and fun!) to you? Are you starting up a new venture or ready for rebrand? Book a BrandWell Day with us, and we’ll get your colours aligned & sorted!

Namaste & Be Well,

David InkWell blog signature

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