At the core of our brand architecture for the Feel brand is the concept of expressing Self Love: Philautia, or love of the self. Ancient Greek notably claims that the sixth variety of love was philautia or self-love. The Greeks realized there were two types. One was an unhealthy variety associated with narcissism, where you became self-obsessed and focused on personal fame and fortune. A healthier version enhanced your wider capacity to love. We carved out the brand essence through the notion that if you like yourself and feel secure in yourself, you will have plenty of love to give others (as is reflected in the Buddhist-inspired concept of "self-compassion"). Or, as Aristotle put it, "All friendly feelings for others are an extension of a man's feelings or himself."
Second, we delved into the concept of Expression of Selfless Love: Agape, or love for everyone (and everything). The fourth of the Greek loves, and perhaps the most radical, was agape or selfless love. This was a love that you extended to all people, whether family members, distant strangers and most of all yourself. Agape was later translated into Latin as caritas, which is the origin of our word "charity." C.S. Lewis referred to it as "gift love," the highest form of Christian love. But it also appears in other religious traditions, such as the
idea of metta or "universal loving kindness" in Theravada Buddhism. There is growing evidence that agape is in a dangerous decline in many countries. Empathy levels in the U.S. have declined sharply over the past 40 years, with the steepest fall occurring in the past decade.
With this knowledge in mind we set the following Brand Intention: Abandon our obsession with perfection, embrace uniqueness as beauty. Focus on integrating love into our everyday way of speaking and thinking. From there the name Feel was born. Defined as the verb to have a sensation of (something), other than by sight, hearing, taste, or smell. To find or pursue (one's way) by touching, groping, or cautious moves. To be or become conscious of. To be emotionally affected by.
Next we created as set of Values, Beliefs & Personality Traits for the brand:
I long for an intimate connection with myself and others.
Open heart, open mind, open soul.
The world around me is brimming with beauty.
I feel most alive when I slow my thoughts and feel with my senses.
Feeling love and adornment for others is worth being vulnerable.
Love knows no bounds - freeing love to go beyond an emotion or mind-set turning love into a way of being.
Inner beauty outshines the imperfections.
Everyday there is a chance that something beautiful will happen.
We declared that the Brands Functions of Self-Love Mantra would be:
Self-love attracts love (the law of attraction).
Self-love motivates taking good care of your health (increases desire to exercise and to eat well)
It’s a method to view yourself through the lens of love and acceptance vs. criticism and self doubt, in turn be
Becoming a mechanism for self-celebration.
Self love decreases loneliness.
Improves your self-image.
Self-love increases your energy levels, you stand taller and your eyes shine brighter.
The Meaning Behind the Logo:
The icon that we developed symbolizes the tree of life, the fountain of youth, eternity and the bowl that supports it and provides life. We chose to pair the symbolic icon with a bold yet architectural type face to convey the confidence that we hope to inspire in the women who align with this brand.
Copywriting is uniquely refreshing in that it calls out common insecurities or concerns that women often feel and provokes a question about how we could change the way we are looking at a situation or behaving.
The name feel, acts as a conversation on the front of the box by way of interacting with each of the product names. Feel... happy, Feel... renewed, Feel... joy, Feel... refreshed... the list goes on!
Hand drawn, or custom stamped patterns adorn the boxes to express the inner creative within each of us. Soft, yet bright colours speak to the origin inspiration of the California based brand.
Branding, logo design, graphic design, naming, packaging design, pattern design, art direction,
copywriting, colour system and photography styling for Feel.
Cosmetic packaging, box & label design.
Designed in Vancouver, Canada by arithmetic.