Sheswai Beauty

Branding and Packaging Design for a Wellness Company

I designed the brand identity for Sheswai, a California-based beauty and wellness brand. The brand founder requested a clean and modern look that retained a somewhat homespun feel. They wanted to incorporate floral designs, the moon, and a 'California Cool' vibe.

I created the logo, product labels, insert materials, website, and overall style guide. The founder asked for an update to their existing logo to incorporate the moon cycles into the existing heart shape. The two tail ends of the logo create the waxing and waning crescents, while the curves of the heart also echo the letter 'S', creating a bond between the company name and logo.

Product Labels

A content card is included with each bundle, explaining why each product was selected and instructions for use

A content card is included with each bundle, explaining why each product was selected and instructions for use

Sheswai's product labels, content cards, and other deliverables use botanical illustrations, natural materials, and a minimal color palette of cream, sage and gold. A foil deboss adds an eye-catching accent to product hang tags and business cards without being overdone or distracting. Combined, these elements hold to the premium yet homespun ethos of the brand.

A collection of some of the items in Sheswai's Blessing Bundle

A collection of some of the items in Sheswai's Blessing Bundle

The goal was for the end product to be presented like a well-thought-out gift from a friend — something that is exciting to open and is cherished when used.

Collateral

Hang tags give an introduction to the product and help to explain their background

Hang tags give an introduction to the product and help to explain their background

Bespoke elements like custom tissue paper and a gold deboss on the hang tag help to elevate the packaging while staying under budget.

Bespoke elements like custom tissue paper and a gold deboss on the hang tag help to elevate the packaging while staying under budget.

Inspired by vintage scientific illustrations, the different botanical drawings show the ingredients that make up each product and unify all aspects of the brand identity.
Custom tissue paper using botanical illustrations

Custom tissue paper using botanical illustrations

Thank you cards and envelopes to be sent out to VIPs and repeat customers

Thank you cards and envelopes to be sent out to VIPs and repeat customers

Content cards guide the customer through the ritual of using one of Sheswai's bundles

Content cards guide the customer through the ritual of using one of Sheswai's bundles

These content cards are included with Sheswai's two product kits. They walk the customer through the ritual of home cleansing, and help to build the experience of using the Sheswai product line.

We initally tried both a trifold and bifold design for the content card, but ended up using the bifold version in final production

We initally tried both a trifold and bifold design for the content card, but ended up using the bifold version in final production

All Sheswai products are made according to the phases of the moon, making it a vital part of the brand

All Sheswai products are made according to the phases of the moon, making it a vital part of the brand

Every Sheswai product is based around the lunar cycle, and the founder wanted a visual representation of that to help explain its importance to customers. The symbol shows an abstract version of the cycles of the moon, and uses the same curves and angles as the logo to maintain continuity.

Web

The founder requested a clean, direct landing page to gather emails before the product's official launch, and wanted to use a more colorful version of the flower illustrations found on the packaging and collateral. The end result presents a lavender flower growing into the Sheswai logo, and clicking the 'moon-to-moon' symbol in the footer switches the active color theme.

An alternate 'Daytime' theme is also available on both the website and in email templates

An alternate 'Daytime' theme is also available on both the website and in email templates

What I Did

Graphic Design
Logo and Branding, Typography, Overall Style
Packaging
Product Labeling, Packaging
Web Design
Front-end (Jekyll), Email Templates (Mailchimp)

Made Moon to Moon

Sheswai Beauty

Branding Overview for Sheswai Beauty