Branding, Packaging Design

Anaëlle is a creative soul who’s journey has been filled with growth experiences.

Her latest venture involved making high quality, natural home & wellness products for rituals of self care and a cleaner environment. She knew that she wanted to represent through a brand that’s as unique as possible – that would not only look good but would truly have a “soul” of its own. That’s how Mineola was born.


Branding Goal

As Anaëlle really opened up to us about her life and her journey, we figured that the best way to bring all the meaning into this venture is to make it as personal as possible. Her brand, Mineola is about more than its products – it’s about this person who decided to open up, be vulnerable, and to infuse herself into her crafts. Anaëlle’s life has taught her that there is beauty in the darkest, rawest of times – and that they are all there teach us something important, to grow and to renew ourselves. This is exactly what guided the visual inspiration behind the brand, and what allowed us to create something very deep & personal, like a journal – from the branding materials to the art direction to the packaging and everything that follows.


Pure – Nurturing – Minimal – Artful – Personal

Designing the project


What really set the tone for the brand’s entire visual feel was the choice to go for muted, nature-derived colors and photographs that would communicate a sense of raw moody darkness, very closely linked to Anaëlles own journey. The idea behind this was to represent a beauty and growth that comes from “within”, in dark times. This is essentially what allowed us to tie together a personalised visual story, and a unique look that would make it stand out from other products in the market that are very white and bright.

Given that this project was brought to life through a very personal story, we decided that we would infuse a lot of delicate handmade elements throughout the brand. We knew for example, that we could incorporate a lot of illustration and hand lettering – and so we also ended up lettering Mineola’s logo to feel like a discreet, thoughtful signature.

Photographs would be combined with another kind of more rushed, raw lettering allowed us to represent thoughts, words and stories that the brand would communicate from within. Delicate illustrations in a similar stroke would occasionally be used to decorate packaging, complemented with clean typography and lots of contrast.


Seeing it all come together


Making this brand come together, and especially seeing it unfold through a series of products, was one of the most rewarding experiences we’ve ever had as designers.

It’s a beautiful feeling to collaborate with somebody to extract their own story, be trusted to tell it visually and to then see it take shape as a brand and a product. This has been a project that’s very close to our hearts, simply because our client really opened up to us and we could relate and feel inspired by her story to create something meaningful. Needless to say, it was a very heart-opening and emotional process!

If you’d like to support Anaëlle and check out her amazing products, we recommend that you follow her brand on instagram.


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