Caoine Psychotherapy by Angi Dixon offers a calm and comforting non-clinical safe space for women. Our practice empowers women to live well and begin again. Based in Arigna Co Roscommon (Opening September 2025)
The brief
Angi came to Aisling seeking a brand identity that would resonate with the intimate vulnerability of her work and support her broader mission. The pair had already collaborated on her deeply personal book, Shit, Thanks for Asking, a collection of candid essays in which Angi explores the raw, emotional journey of grieving her brother’s suicide.
For her brand, Angi needed a visual and verbal identity that could hold space for honesty, compassion, and healing. The brand had to reflect the tone of her writing—unflinching yet gentle—and be adaptable across platforms: from book promotion and speaking events to future workshops, online courses, and community initiatives. Aisling and Angi worked to create a cohesive system that balanced emotional weight with clarity, ensuring Caoine could grow with Angi’s evolving work without losing its deeply human core.
DESIGN SOLUTION
BRAND STORY
The brand outcome for Caoine is a thoughtful and emotionally grounded reflection of Angi Dixon’s story and the healing work at the heart of her mission. The name Caoine (pronounced keen) is rooted in the old Irish tradition of keening—a vocal lament for the dead, often performed by women to express collective grief. This ancient practice gives powerful context to the brand, connecting Angi’s personal experience with a deeper cultural and ancestral lineage of mourning, storytelling, and healing.
Working closely with Aisling, the visual identity was designed to honour this emotional depth while offering space for gentleness and growth. The Caoine logo features a delicate teardrop formed within the letter “a”, symbolising personal loss and shared sorrow. Paired with a simple house icon, representing Angi’s own cottage—a place of writing, reflection, and holding space for others—the brand feels both intimate and enduring.
With a minimal and adaptable design system, Caoine provides a flexible foundation for everything from books and essays to workshops and future offerings—always returning to its core themes of compassion, truth, and the power of shared grief.