A brand redesign that gave a scattered herbal-wellness brand one identity, carried across packaging, web, and collateral.
Plantiful is a one-woman Edmonton brand built on locally foraged botanicals. The products had a philosophy. The brand had no system: typefaces changed across site and packaging, with no set palette. Next to Native, Rocky Mountain Soap Co., and The Body Shop, nothing signaled the care inside the products.
The redesign had to build one identity from scratch and make it feel earthy, cozy, simple, honest, and caring.
I fixed the identity first, then proved it held everywhere. The real test was whether the system survived every application.
Different typefaces, no palette, no image direction. I set the five brand words as the bar every decision had to clear.
A custom serif for warmth, serifs stripped for cleanliness. I kept the serif on the "h" so it wouldn't misread as "n" against the "f."
My first version was too bouncy to scan. I chose clarity over decoration and pulled it back. A multicolor leaf failed at small sizes, so I kept it solid.
The leaf tittle doubles as a standalone submark. I locked a palette and paired Bodoni 72 with Gill Sans, so every piece draws from one kit.
The system had to work the same way on a shelf, a screen, and a tote.
PRODUCT PACKAGING
A three-product line, led by the Be Calm + Sleep Balm.
· Hand-drawn botanicals. Each box leads with its hero ingredient, so the natural promise reads first.
· A color per product. Lavender, orange, and spruce green make the line read as a family.
· Airy white space. Open layout keeps focus on the ingredient.
WEBSITE
A homepage redesign, shown before and after.
· Lavender as the click signal. One color marks everything tappable.
· Fixed the hierarchy. Promo below the nav, logo isolated, brand first.
· Stripped the navigation. Cut duplicate links down to Shop, Our Story, Journal.
SMALL COLLATERAL
Tote bag and sticker set.
· Sustainable materials. They back the natural positioning, not just the look.
· Reused the packaging art. The botanical illustrations carry over, so collateral reads as one system.
· Logo on each piece. Every item anchors back to the brand for recognition.
The redesign turned a brand with no consistency into one identity that works on a box, a screen, and a tote. It delivered a wordmark, submark, palette, and type system documented for anyone to apply.
What it solved. One coherent identity across every surface, not a different look on each.
What I'd push. Tighten the secondary palette and extend the system to more product types.
What it taught me. Designing for legibility and scale, not just the on-screen comp, is what makes an identity usable.