When designing the identity, I created a brand strategy which allowed me to understand the intended audience and gain clarity over their tastes.

The identity has a minimalistic approach to represent the simplicity of ingredients within the products- with the surf and lifestyle photography appealing to the nature loving audiences. It was important to still have the flexibility to push out aspirational photography and video alongside the products, as the intended audience tend to consume this regularly, and consider this when investing in new brands. 

Paper textures and analogue photography methods are used throughout, to give the identity a slightly analogue feel, again, appealing to an audience that are often interested in a more simple life.