Crøm Studio use Personal Wellness’ four-pole structure to direct the health brand’s modular system

“We wanted to differentiate ourselves from the wave of grotesk and Helvetica-style fonts that have overwhelmed us in recent years,” Co-founder of Thessaloniki-based agency Crøm Studio, Giorgos Matsias, tells us, discussing the typographic treatment behind their identity for health brand, Personal Wellness. “For the typography system we were in search of a clean, simple aesthetic,” Matsias continues, opting for Hoefler & Co.’s notorious geometric sans serif Gotham as the hero typeface. “As a font, it provides all of the above design requirements,” he remarks, praising its clean, visually appealing construction, “and lastly, Gotham has a very good Greek version, and we are in Greece after all.” The perfect fit, Gotham’s binary mix of welcoming and stoic tones – alongside its monochromatic application – mirrors the personality of Personal Wellness as a brand, raising the healthcare bar through its personalised services. Likewise, the brand’s variable ‘Z’ system adapts to the four corporate pillars of the company – personal needs, personal laboratories, personal supplements and personal wellness – across horizontal and circular formats. “The ‘Z’ axis is the key for the system,” Matsias details, used across both print and digital media, “sometimes with its full form and lines and other times with an invisible grid,” depending on the packaging use, audience and style.