Healthy Home Company wanted to elevate their brand from an online-only product to an artisanal lifestyle brand sold at high end grocers and boutiques. They completely reformulated their products to be all-natural—with as many organic ingredients as possible—and changed their production facility to a smaller batch, local operation. 

The creative brief was to redesign the logo, branding and packaging so that it would attract a more high end consumer—someone who is informed and concerned about their health and wellness—while being equally concerned about the way their soap and lotion look in the guest bathroom. 

In short, the target demographic is medium to high income women (and men) who want boutique, artisanal products without breaking the bank... think couples who shop at J.Crew.