The Baobab tree, or the 'Tree of Life', is found in Africa and Australia and is a symbol for longevity, strength and vitality. It was an excellent icon for a company offering health and wellbeing services in the Australian healthcare market. The branding of this start-up company needed to break away from the generic and tired white, blue and reds of mainstream healthcare, and so the iconic Australian colours, green and gold were used to represent light, energy, verve and new beginnings.