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When Mendinground Nutrition came to us, they had a clear vision for their practice: a compassionate, anti-diet, weight-inclusive approach that helps clients rebuild their relationship with food and body image. The challenge was to translate this vision into a cohesive brand identity and a website that felt warm, inviting, and reflective of their values. Here’s how we made that happen.
Mendinground Nutrition is more than just a practice; it’s a space where people can heal from disordered eating and the pressures of diet culture. The founder’s journey—from personal struggles with body image to a deep understanding of weight-inclusive principles—was central to shaping the brand. The practice’s mission is to empower clients by offering compassionate and non-judgmental support, emphasizing that health is not defined by weight.
Our goal was to create a brand that captured the essence of Mendinground Nutrition while ensuring it stood out in a competitive field. We needed to balance professionalism with warmth, making sure that clients felt both supported and understood from the moment they encountered the brand. Additionally, the brand needed to be accessible and relatable, particularly for young professionals from diverse backgrounds who are navigating their own journeys with food and body image.
We started with a clear focus on Mendinground Nutrition’s core values—collaboration, communication, authenticity, compassion, community, anti-oppression, and respect. These values became the guiding principles behind the brand’s visual and verbal identity.
For the visual identity, we aimed to create a soft, earthy feel that would make the brand approachable and calming. The color palette was designed to evoke a sense of tranquility and warmth:
The typography combined modern serif fonts for headers with clean sans-serif fonts for body text, ensuring readability while maintaining a stylish and contemporary look.
The brand’s messaging was crafted to be compassionate, inclusive, and supportive. The tone of voice was designed to feel like a conversation with a trusted friend—approachable, warm, and professional without being overly clinical. This was especially important in making sure that clients felt safe and understood, two key elements in Mendinground’s approach to nutrition counseling.
The tagline, “Find joy in food and your life,” encapsulates the practice’s philosophy of helping clients rediscover a positive relationship with food without guilt or shame.
With the brand identity in place, we turned our attention to the website. Mendinground.com needed to be more than just an online presence; it had to serve as a welcoming space where clients could learn, connect, and take the first step toward healing.
Since launching the brand and website, Mendinground Nutrition has seen an increase in client inquiries and positive feedback. The brand’s soft, inviting aesthetic and compassionate messaging resonate deeply with their target audience, helping to build trust and connection from the first interaction.
The website, in particular, has become a powerful tool for attracting new clients and providing valuable resources for existing ones. Its warm design and user-friendly layout make it easy for visitors to explore the services offered and take the first steps toward improving their relationship with food and their bodies.
Building the brand and website for Mendinground Nutrition was about more than just aesthetics—it was about creating a space that feels safe, supportive, and aligned with the practice’s mission of compassionate, non-judgmental care. From the earthy color palette to the conversational tone of the messaging, every element was designed to reflect the values at the heart of the practice.
Mendinground.com is now a cornerstone of the practice’s online presence, offering clients a welcoming space to begin their healing journey. We’re proud to have been a part of this project and excited to see how Mendinground Nutrition continues to make a difference in the lives of those seeking a healthier relationship with food.
Courtney has 15+ years of experience putting together and designing marketing materials, WordPress websites, customer experiences, and workflows that help you save time and money. She developed these skills during her years as a Director of Corporate Health Services, Group Fitness Program Manager, Lead Wellness Dietitian, fitness and yoga instructor, and her own nutrition private practice, Vickery Wellness.
She also taught undergraduate courses at the University of Georgia where she graduated with the following degrees:
Declet Designs offers website design, branding, and SEO for weight-inclusive small businesses. Located in Athens, GA, and serves small businesses and private practices nationally.
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