The creator of the Willoughby products approached me in need of a full brand identity for their natural beauty products. The name and styling of the logo sends a message of a classic and natural simplicity. This is representative of the brand as the products use minimal and natural ingredients. The choice of coloring goes against the grain of most health and beauty products - the orange is meant to invoke a warm homely feeling that can be trusted. The packaging was designed to fit the clean aesthetic that sells in this market. To tie together the brand image, the slogan “Naturally You” was created to make people feel that they can still be their true selves while using these natural products.