From Fragmented Vision to Intentional Identity

Before its transformation, Atenai London was a brand with potential—but without direction. While the founder's intent was rooted in emotional care and sensory ritual, this vision was lost beneath layers of confusion, inconsistency, and misalignment.

Strategically, Atenai shifted frequently—fluctuating between luxury and accessibility, minimalism and romance. There was no clear throughline guiding the brand. Without a focused narrative or audience definition, Atenai’s message was diluted.

Visually, the brand was equally fragmented. The original brand guideline document (shown beneath) reflected a lack of refinement and intention. Logos felt generic. Color palettes were inconsistent. Typography lacked elegance and hierarchy. Most importantly, the visual identity failed to communicate the emotional depth and sophistication at the heart of Atenai’s mission. There was no story, no sensory tension, no sense of place or feeling.

The brand felt lost—stylistically and strategically.

The rebranding process wasn’t just about cleaning up the design—it was about returning to the essence. It was about giving Atenai a voice, a soul, and a clear point of view in a crowded market. Through a deep strategic repositioning and a completely rebuilt visual identity, Atenai emerged with clarity, coherence, and confidence—ready to take its place not just as a product, but as a philosophy.

Understanding the Market Need

Atenai was founded in response to a growing emotional void in the wellness industry—the desire for presence and self-connection in a world dominated by distraction. As consumers began to prioritize self-care, they sought more than efficacy. They craved experience, intention, and meaning.

Our market analysis highlighted:

Ritual Over Routine – Consumers were no longer looking for skincare—they wanted sensory experiences that anchored them in the now.
Wellness Fatigue – The wellness space was becoming saturated with brands offering surface-level promises without deeper impact.
Desire for Alignment – People wanted to align their purchases with their values: sustainability, emotional well-being, and authenticity.

Atenai had the potential to become a category-defining brand—not just a body care line, but a transformative wellness movement rooted in mindful, intentional living.

1. Brand Discovery

Uncovering the Essence of Atenai

Through in-depth brand discovery sessions with the founder, Nuno da Silva, and an exploration of consumer trends and cultural signals, we uncovered the soul of Atenai.

Atenai is not a fragrance brand. It is a lifestyle philosophy. A sensory invitation to pause, reflect, and reconnect with oneself. Inspired by the elegance of travel, nature, and simplicity, Atenai exists to transform daily care into rituals of self-love and presence.

Key insights included:

The founder’s vision was rooted in nature, emotional depth, and timeless simplicity.
The product formulations carried meaning and mood, but the brand was not yet telling that story.
Atenai’s audience were not just skincare buyers—they were modern romantics, conscious consumers, and experience-seekers craving stillness in motion.

2. Crafting the Mission, Vision & Brand Purpose

Laying the Strategic Foundation

Together, we redefined the heart of the brand:

Mission:
To transform everyday routines into rituals of intentional well-being through sensorial experiences that elevate the body, mind, and soul.

Vision:
A world where daily personal care becomes a grounding ritual of self-love, mindfulness, and connection—creating space for presence in a world of distraction.

Purpose:
To empower individuals to pause, breathe, and rediscover beauty in the everyday through luxurious, sustainable, and emotionally resonant care products.

This new foundation became the lens through which all design, messaging, and experience decisions would flow.

3. Understanding the Target Audience

Connecting with the Modern Mindful Consumer

We refined Atenai’s core audience into two primary personas:

Persona 1: The Conscious Aesthete

A millennial or Gen Z woman, driven by intentional living, aesthetics, and emotional wellness.
She values meaningful rituals, natural ingredients, and thoughtful design.
She doesn’t just want clean skin—she wants to feel grounded, elevated, and cared for.

Persona 2: The Overwhelmed Urban Soul

A working professional juggling performance and pressure.
Feels the burnout, craves slowness, but doesn’t know how to create space for it.
Looks to personal care moments as the only place to find stillness in a busy life.

What unites both is a desire for reconnection—to themselves, their senses, and a slower way of living.

4. Differentiation & Market Positioning

Redefining Wellness Through Sensory Intentionality

To distinguish Atenai in a saturated market, we crafted a positioning built around:

Intentional Sensorial Experiences
Each product is designed not just to nourish the body, but to awaken the senses and support emotional balance.
Luxury Meets Simplicity
Atenai merges the elegance of high-end fragrance with the accessibility of daily rituals—luxury, demystified.
Mindfulness in Motion
Rather than preaching wellness, Atenai infuses it into routine. The brand becomes a gentle guide—never loud, always present.
Sustainable & Ethical Values
With a transparent supply chain and partnerships with UK-based suppliers, Atenai ensures quality with conscience.

5. Developing the Brand Voice & Visual Identity

A Modern Romanticism for the Mindful Generation

We translated the brand strategy into a cohesive identity system that mirrored Atenai’s new purpose:

Voice:
Warm, poetic, and grounded. A blend of modern elegance and emotional resonance.
Think: your well-traveled friend who finds magic in the mundane.
Visual Identity:
Minimalist, sophisticated, and rooted in nature.
Color-coded collections inspired by global destinations evoke an editorial, almost artful feel.
Fonts like Bitter and Poppins bring contrast—classic meets modern.

6. Tagline Exploration

We developed messaging touchpoints to express Atenai’s promise in simple, evocative terms:

“Where personal care becomes an act of mindfulness, self-love, and intentional well-being.”
“Turning everyday moments into sensory rituals of intentional well-being.”
“A transformative journey where personal care evolves into a ritual of self-love, mindfulness, and well-being.”

Each line encapsulates Atenai’s purpose of turning self-care into self-connection.

7. The Transformation & Key Outcomes

Through this brand transformation, Atenai London emerged not just as a product brand—but as a movement.

A clear emotional identity that resonates with conscious consumers.
A visual language that feels modern, editorial, and elevated.
A purpose-driven narrative that shifts Atenai from body care to emotional care.
A platform for future growth—into retail partnerships, storytelling campaigns, and community-building initiatives.

Atenai London is no longer just a brand.

It’s a daily ritual, a moment of pause, and a reminder to come back to yourself.

Strategic Brand Building Case Study: Atenai London