Overview
Soul Star Aromatics was a rebranding project developed through a startup accelerator program for an essential oil company entering the premium wellness market. Working alongside a senior designer and the startup team, we created a modern identity that feels elevated, breathable, and emotionally connected through minimal line work, atmospheric textures, and intentional colour palettes.
Objective
The goal was to create a product that felt visually distinct in an oversaturated wellness market while maintaining a sense of softness and sophistication. Beyond aesthetics, the branding was designed to create an emotional experience that feels calming, aspirational, and memorable.
Design Approach
My approach to branding is rooted in emotional storytelling and human behaviour. I begin by thinking about what would genuinely make someone pause in a world full of visual noise. For this project, I used cloud-inspired textures, soft gradients, and a refined line-based logo system to communicate spiritual energy in a modern and understated way. Every visual decision was made intentionally to create atmosphere, emotion, and shelf impact.
My Role
- Collaborated with the senior designer and startup team throughout the rebrand
- Designed the logo system and visual identity
- Developed the colour palette and custom textures
- Created the packaging design and overall visual direction
- Contributed to shaping the emotional storytelling behind the brand
Behind the Identity
