Fresha is a London-based booking platform and marketplace for the beauty and wellness industry, established in 2015 [1]. The company’s visual identity has undergone at least two distinct design phases, with the most recent refresh created by the London studio DesignStudio [2].
Design and History
An earlier Fresha identity, developed by The Woork Co and documented around 2021, used a trigram symbol intended to represent a “line of well-being,” drawing on the trigram’s association in Asian cultures with wellness and energy. The design also referenced the hamburger menu icon common in digital interfaces, reflecting the app’s function of offering users options for self-care. That system used a predominantly white palette with navy blue acting as the primary dark tone, plus two accent colors [3].
The current identity, created by DesignStudio, is built around the concept of spotlights, “shining a light on yourself, and celebrating how you look and how you feel.” The logo consists of an emotive symbol paired with a wordmark, both inspired by the nature of a shining spotlight. This is set against a vibrant, versatile color spectrum intended to allow expression to be dialed up or down across applications [1]. The refreshed identity is applied across the website, mobile app, marketing materials and social media [2].
Meaning and Symbolism
The spotlight concept behind the current logo embodies the creativity at the heart of the beauty and wellness industry and extends across the full brand system on physical and digital platforms [1]. The brand strategy centers on the idea of “Elevate Individual,” which sits at the heart of the Fresha experience, raising up and empowering everyone using the platform, whether consumers, business owners or employees [1].
Typography and Design
The Fresha wordmark and supporting typography pair two typefaces. The expressive serif Tartuffo, from Lift Type, is used for headlines and key messages, while Roobert, from Displaay, provides a clean, modern sans-serif structure for readability and consistency in digital and print applications [2]. According to the design team at Further, which collaborated on the brand strategy, the elegant headline font Tartuffo represents the creative side of Fresha, while the more functional Roobert reflects its reliability as a tech platform [1].
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