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Giving all-natural beauty products a facelift.
Honestly Essential
Honestly Essential is a family-owned business founded by master aromatherapist Cecilia Salvesen, offering premium essential oils, supplements, skincare products, and blends. With over 26 years of experience, Cecilia personally formulates each product using certified organic, kosher, or vegan ingredients to ensure top-tier quality. The company also prioritizes educating customers about the safe and effective use of aromatherapy.
The Challenge.
Honestly Essential, a wellness brand with an expansive catalog of over 500 products, faced a significant branding hurdle: their visual identity had remained stagnant for nearly a decade. To remain competitive in an increasingly sophisticated market, they needed to transition from dated aesthetics to a luxurious, minimalist identity that resonated with modern consumers of high-end skincare and wellness goods.
What We Delivered.
USATILITY executed a massive brand reinvention focused on color theory and clinical elegance:
Expansive Label System: We designed a unified yet modular packaging system for the entire 500+ product line, ensuring brand consistency across various containers and sizes.
Minimalist Aesthetic: Inspired by the simple, luxurious look of industry leaders, we utilized off-white, high-texture labels to convey a premium "apothecary" feel.
Thematic Color Theory: We implemented a strategic color-coding system based on psychological color theories for each product category:
Tallow Products: Utilized nude and skin-tone typography to emphasize the natural, "bare-bones" ingredients and skin-health benefits.
First Aid Line: Applied classic red and blue identifiers for immediate category recognition.Creative Art Direction: Beyond the label, we provided art direction for ongoing product launch campaigns, ensuring the photography and video shoots aligned with the new high-end brand voice.
Creative Direction.
The Impact (By The Numbers).
The total brand "Makeover" elevated Honestly Essential’s market positioning and transformed public perception:
Modernized Market Standing: Successfully repositioned a 10-year-old brand to compete directly with modern luxury trendsetters.
Outstanding Public Perception: Received widespread acclaim from the customer base for the cleaner, more intentional aesthetic.
Operational Clarity: The color-coded naming system improved consumer navigation across an expansive 500-item inventory.
The Result.
Your big idea starts here.
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