Health & Wellness
Icarus
Launch (TBD)
icarus is a wellness company shaped by the moments when you rise too fast, burn too bright, or lose yourself chasing relief.
Inspired by the myth of Icarus; when life has us flying too close to the sun—moments when substances, behaviors, or habits pull us off course. This company exists to help those flying too high to get down safely, restore balance, and rebuild sustainable routines.
Icarus creates tools—including a supplement designed to curb addictive cravings—that support the formation of good habits without shame or punishment.
Process
While developing the brand, an array of approaches were considered and explored over a highly iterative and collaborative process with the internal team and Baddie Network.
Messy snapshot from Figma shows the range of consideration we went through to validate our approach.
Branding
The essence of Icarus is to retain humanity in the face of needing change.
The impulse to reach out and touch fire is the same curiosity and fearless spark that we need to maintain our vital spark.
This palette embodies Icarus’ mission by connecting to an edgy audience needing soothing and restored vitality. It reflects the complex light and dark inner words of otherwise colorful people.
Pitch Deck
Website
Poster
