The wellness, beauty and lifestyle sectors are evolving in tandem, driven by community. Within these markets, consumer make decisions based on emotions, aspirations, and a sense of belonging that a brand conveys. Standout brands need to create truly authentic experiences to capture attention in what is not only a saturated space, but also a fast-paced one. Not only do they need to stand out in a sea of sameness, where content has a shorter life span than ever before, but they also need to build trust with more skeptical and savvy audiences.

Rootwell is a concept which responds to these challenges which natural and ethical wellness brands face today, with a bold visual direction tapping into emotional design to make a mark digitally. Minimalist logo and packaging decisions have almost ‘undone’ the classic heavily branded treatment, seeking to convey a cleaner approach to wellness and nutrition. Bold use of playful, human-centeric and sensory imagery with heavy textural grain, Rootwell appeals by feeling tactile, real, authentic – inherently human. Rootwell is wellness, at the root.

Art direction, Brand design, Concept design, Creative direction, Digital design, Packaging design, Social media design

of consumers say design creates emotional connection with brands. This is especially relevant for wellness, skincare and beauty brands with a lifestyle positioning. ( Source)

of consumers are more likely to engage with brands with consistent visual identity – hence the value of investing in design. ( Source ) Rootwell uses design as a vehicle to inspire and inform, opting for a cohesive expression which seamlessly combines sensory and data-driven.

Value of emotional and sensory design. With over a decade of design experience now under my belt, the industries and projects I often gravitate back to are those where emotional and sensory design ideas can flourish – as these have a direct link to building community and culture.

Passion for wellness. Though conceptual, creating Rootwell from scratch has been an opportunity to dive deeper researching the wellness, beauty & lifestyle sectors, and hone many skills including art direction, logo and packaging design and copywriting.

If you have a similar project you’d love a new design perspective on, get in touch with me at hello@chromakane.com – I look forward to finding out about your brand’s story.