The Discovery Lounge is a wellness brand located in Tokyo that offers membership and coaching services to Japanese women. The brand uses Human Design as a tool for self-understanding and navigating one's own life. With this approach, The Discovery Lounge supports women to live their lives based on their values and passions without feeling the pressures and unspoken expectations of society.
The challenge of this project was to build trust and relationships with the brand's audience while introducing Human Design, a holistic self-knowledge system born in Canada, which may be unfamiliar to Japanese people. By establishing a clean and simple identity, and strategizing the brand messaging and approach to its audience, the brand achieved new sign-ups for membership and bookings for 1-1 coaching sessions.
