After our initial discovery session where we identified the core brand attributes, I created three stylescapes to capture the distinct directions the client had expressed interest in pursuing in their initial Pinterest board. The client said that the “Earthy Elegance” direction felt the safest and most like her, but she was most drawn to brands with the “Zero Wasted Energy” aesthetic. So, we melded the two in a direction called “Minimal Waste, Maximal Comfort.”

We determined that the face of the brand—the logo and the touchpoints that a potential customer might engage with first—would lean more towards the minimal, refined look of the “Earthy Elegance” stylescape and the more bold, playful aesthetic would be expressed in packaging and merchandise.