Client: ICONIC by Christine Courtois
Type: Coaching Brand
Location: Switzerland
Services Provided: Brand Strategy, Brand Identity, Logo Suite, Custom Illustration, Brand Assets

ICONIC BY CHRISTINE COURTOIS

ICONIC by Christine Courtois is one of those projects that stays with you long after the files are delivered.
A coaching brand built for the accomplished woman of 45+ who has done everything right and still feels something essential is missing. Not a crisis. A calling. From the very first conversation, it was clear that Christine knew exactly who she was and what she wanted to create. My job was simply to make it visible.
Named after the woman her clients are becoming. Not a reinvention. A return.

Project Overview

ICONIC by Christine Courtois

BRAND IDENTITY FOR A LUXURY COACHING BRAND

EXPLORE THE GALLERY

For ANI RÓŻ, I created a brand identity that feels as considered as the space itself. A calligraphy script logo, warm and handwritten, paired with a refined serif and framed in a hand-illustrated wreath of peonies, roses and lavender. Every element was chosen with intention, every detail designed to feel personal, timeless and unmistakably theirs.

The full logo suite includes a primary logo, secondary logo, submark and AR monogram, giving the brand complete flexibility across every touchpoint without ever losing its identity.

Colour Palette & Aesthetic
The palette was built around blush, lilac, cream and gold. Soft enough to feel feminine and intimate, refined enough to feel luxurious. Gold runs through everything as an accent, never overwhelming, always elevating.

ANI RÓŻ is more than just a brand. It is a feeling.

Brand Design

"Oh my God...Criss, I have no words to express how grateful I am for what you created for me !!! This project was in my head for years and in a couple of weeks, you managed to capture everything I had in my mind. Everything is so beautifully designed, the elegance, the colors, style, everything looks like me 100%. Saying that you made me Happy, is nothing compared with the intensity of what I am feeling right now. Full rebrand will be shared very soon but I am SO PROUD of what we did together. You are a sweetheart and for anyone who is looking and wondering how it is to work with you, I have only one thing to say : DO IT !!! Criss's talent will change your business and turn it into something really exceptional. From the bottom of my heart, THANK YOU"

— Christine Courtois
Founder, ICONIC by Christine Courtois

The illustration was the piece of this project I knew would make everything else come alive.

Two women, a round marble table, a conversation that has been going on for hours. The ANI RÓŻ café glowing behind them, a floral arch of peonies and roses framing the scene. A Birkin on the floor. A Chanel jacket. Gold chairs. Everything chosen deliberately, everything drawn exclusively for this brand.

This was not a stock image dressed up in brand colours. This was a world built from scratch, from the brief to the final line, created to live at the heart of ANI RÓŻ and travel with it everywhere.

And that is exactly what it does.

The illustration appears on the coffee cup, the paper bag, the cake box, the party cups, the stickers and the brand assets. The same two women, the same café, the same moment, showing up on every single thing a customer touches. It does not just sit in one place. It becomes the face of the brand.

Because the best illustration does not just look beautiful. It tells you everything about a brand before you read a single word.