The concept of a calm and neutral brand came first in this project, with the brand name, logo, and look developing from it. I wanted to do product design for a soothing, nourishing beauty products brand with pastel colors. I chose cool shades of lavender and mint, with not only the colors but also their names having a calming effect. I also liked the contrast in the two colors. At first, I decided to stick to only these two colors and neutral white to keep it simple. I quickly invented a name and gave it an identity, creating a pretty logo consisting of flower-like graphics and the name all lower-case, for which I found a simple, round font. The version with the dark grey background was actually an afterthought, stemmed from my concern with the visibility of the light brand colors on a white background. Although it wasn’t part of the original concept, I feel like it’s surprisingly visually pleasing and works well. If this brand were to be brought to life, I would still stick with the white version as the main brand identity. However, the dark background could be useful in times when white isn’t a possibility or for designs on certain products it would fit better, such as mud masks. Although this was a quick and simple project, I am pleased with the consistency, balance, and soothing quality it possesses.