Visual Aura

A layered light treatment runs through the whole system — in the gradient behind the mark, in the photography direction and in the way interface surfaces sit above one another. It gives a wellness brand warmth without tipping into the soft-focus clichés of the category.

A wellness brand wanted to feel calm without looking like every other wellness brand: the category's visual language had converged so completely that nothing in it was distinguishable.

Deliverables

Identity and gradient system
Photography art direction
Packaging across six product lines
Digital surface and elevation rules