Fleurish
Fleurish is a sustainable beauty and wellness company dedicated to crafting products that harmonize nature with self-care rituals.
Instructor: Georgena Senior
In the early stages of this project, I created a mood board for brand identity and audience. For the brand’s identity I wanted to considered beauty and lifestyle together. I wanted to create a natural brand that cares about ingredients, transparency, sustainability, and the direct connection between nature and their products. Visually I knew this would include floral elements, elegant type, and a feminine color palette. That being said, my audience mood board caters to 14-30 year old women who desire ingredient transparency and sustainability. This younger group makes up a large part of skincare and cosmetic sales and tends to have knowledge on ingredients and trends.
On the left are my more refined logo sketches. I felt as though the one on the bottom embodied the brand story nicely, so I worked with that. I knew I wanted the colors to be green and pink as green. I feel as though the green represents nature and the pink represents femininity. As for the company icon, I enjoyed the thin line work and symmetry of this flower. I think it has a delicate and elegant look, that conveys the products will care for your skin
After developing this initial icon, I developed an icon and color palette for each product line. Each product line cherishes the power of a natural ingredient such as rose extract, nutrient-rich seaweed, and antioxidant-packed green tea. It was important to me that these different systems are cohesive enough to work together but also distinctly different products with different purposes. I made sure to keep the symmetry and delicate line work for each one
I went into packaging with goals to keep a sense of minimalism and a clean look. I feel as though this helps convey Fleurish’s commitment to sustainability. I also wanted to show how the different product lines may interact with similar yet different products. I made sure all of the products I developped included low or zero-waste packaging.
Considering the young target audience, I felt as though working on the instagram page for Fleurish was very important. Younger women tend to get a lot of product recommendations on social media. I would say that an aesthetically pleasing page with information regarding the products is an essential form of marketing. To do this, I made sure to include engaging photos that match the brand identity and informational posts of the individual products.
When applying the brand environmentally, I was focused on storytelling and consistency. I want the brand to be visible while also clearly displaying the values of natural ingredients and environmental consciousness. .