Getting the clients brief about the brand itself and how they envisioned it, lead me to do some research on the subject.

Elegant - Calming - Simple

A simple logo is pleasing to look at but to design it kind of challenging, to combine all the elements in a nice and cohesive way.    

Colors as always plays a big role when it comes to design, they are what controls the emotions, so studying colors and their impact on each individual brand is a crucial step in every design process

The tone of voice used in each brand needs to be specific so that the brand doesn't lose its voice along the way, when it goes along the way.