Free Soul updated its identity amid growth. The brand moved beyond online sales and appeared on the shelves of major British retail chains. The company’s products are sold in hundreds of Tesco and Boots stores. The old image no longer fit a brand that began in 2017 as a mother-and-son family project focused on women’s health.
Free Soul operates in the nutrition and wellness space. Its lineup includes protein blends, greens products, and supplements designed with female physiology in mind. In its communication, the brand relies on science, accessibility, and topics that have long remained outside the mass market, including PCOS and menopause. The new logo by the London studio Ragged Edge helps connect precision, health care, and a more mature brand image.
The old Free Soul mark looked calm, but it split the name into two parts. The word Free was smaller than Soul, so the emphasis shifted to one part of the name. The asterisk after “Free” resembled a footnote and referred to product claims, but in the logo, it looked unnecessary. The mark handled the basic task, but it did not give the brand a unified image.
In the new version, the name is brought together into a single wordmark, FREESOUL. All letters are uppercase and sit on one line. The two parts of the name now read as one brand, without tension between Free and Soul. For a brand with a broad range of women’s health products, the new mark creates a more cohesive impression and removes unnecessary emphasis.
The logo is based on a custom typeface with flared serifs developed for Free Soul. It feels softer than dry medical labeling, but it is not decorative. The letters maintain a balance between warmth and precision. After the asterisk was removed, the focus remains on the name and the letterforms.
The brand has grown from a set of popular products into a company with ambitions to lead the women’s nutrition and supplements category. The new logo shows the move to a more mature level. The name has become unified, the excess noise is gone, and the brand has gained a more grown-up image.
