Sierra is a lover of all things sauna and cold plunge, but she noticed that her hair became dry and less moisturized the more she used those services. This led her to create a sauna serum that would combat this issue by moisturizing and protecting both hair and skin from drying out - and so Saint Lucie was born.
I began by asking Sierra to fill out a document detailing her brand's values, mission, personality and message, along with her goals for her brand, and other useful information like her main competitors and her personal likes/dislikes. I had her create a Pinterest board filled with visual inspiration for the brand, which I directly referenced for the creative direction.
I then did competitor research into other health/wellness and hair/skin oil brands, seeing what their visual identities were like and finding a way to make Saint Lucie stand out.
Once the creative direction was established and approved, I went about creating the main logo. After lots of sketching and refining, the logo finally came to life. I wanted it to feel playful and fun, to allude to the brand's personality, so I stacked the letters and fit them together in a unique way. The long lines are meant to symbolize hair and also add to the playfulness.
The creation of the other logo variations followed soon after. The primary is stacked and fun, the secondary is the horizontal version, and the submark is the first letters of each word, with a tail of 'hair' wrapping around them to create a sort of badge.
After the logo suite was finished, I moved on to the color palette and typography. Immediately I leaned towards orange and yellow for their creative associations, and their warm feelings to allude to Florida (where the namesake county of Saint Lucie resides). I played around with other colors to fit in with these, and ultimately landed on a few green and brown tones to tie in the natural, earthy vibes.
The typography needed to feel playful too, but have a touch of seriousness to it. After a lot of playing around, I settled on these fonts.
My initial concept of the brand had several illustrations for the brand pattern, including plants from the ingredient list, a Route 66 sign to indicate Sierra's love for travel, a vintage neon arrow sign, and more. This concept did not make the final brand identity, but it is worth including here as part of the creative process.
The final brand illustration that did make the cut is this sun icon, which ties in with the sauna theme and overall warmth of the brand. It has variations in all of the brand colors.
After the visual identity was established, I moved on to the creation of the serum bottle label design. I started by collecting visual inspiration for the bottle label, as well as getting input on what had to be included from Sierra. I gave her two mood boards to choose from.
Sierra decided to go with the second mood board, and lean towards the minimalistic feel. I then worked with her to come up with a label design that fit her visual identity and would resonate with her customers.
