Self-care & Wellness Brand Identity Design

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Self-Care & Wellness Brand

Self-care through your skin & body routine allows for mindfulness. It helps us to slow down and be gentle with ourselves, in that one moment you are your priority. It takes experience, practice and finding the right products for you can be a total minefield.

Enter InsideKind. Your knowledgable best friend and judgement free zone of everything self-care. We’ll hold your hand and guide you through our expertly curated range of wellness products, introduce you to our BFF cult brands, and take our time talking you through how to use them to get the best results.

InsideKind is an online destination for your favourite cult classic skincare and wellness products, combining expert advice with a sense of community to support and nurture your self-care journey.

Inspired by nature's wildflowers, the design orientates around the juxtaposition of hand-drawn elements, uneven lines combined with a fresh, clean colour palette.

After experiencing PND, founder Alex saw first-hand the importance of self care for mental health so had the idea to blend her passion for skincare with her past experience in the beauty industry to offer a little help to anyone who may be struggling too.

Working closely with the client, Lucy created a brand identity from scratch - beginning with the initial concept for a name and building around a brand story and visuals.

The InsideKind Wildflower icon has been designed to represent the brand and it’s origins.
“InsideKind is not about chasing perfection or superficial beauty. Just like nature’s wildflowers, we are all so different, and need certain environments to grow to our best.”

This hand-drawn, imperfect representation of a wildflower creates a soft contrast to the clean typographic logo, summing up the brand ethos in one.

Accompanying brand stationery and packaging comes from the inspiration of an idealised bathroom: Pastel tiles, rippling reflections and softly diffused light.