Wellness · Brand & Commerce · Case study
Made from things you can name. Warm and tactile. A palette taken from clay, sand and moss, a high-contrast serif given room to breathe, and easing slow enough to lower a heart rate.
Wellness branding has converged on two looks: clinical white-and-blue, or a beige minimalism that says nothing at all. Vera was a test of whether a third option holds up, warm, tactile, specific, without sliding into the pseudo-scientific language the category is full of.
Clay, sand and moss, sampled rather than invented. The result is warmer than the category default and, more usefully, it makes the product photography sit inside the brand instead of on top of it.
Fraunces at 400 rather than a heavier weight, with generous leading and a long measure. The restraint is the luxury signal; a bolder setting would have read as a supermarket own-brand.
Three times slower than Luminary. Nothing on Vera snaps. The motion is doing brand work rather than feedback work, and a wellness brand that moves briskly is arguing against itself.
Fraunces Variable + Public Sans Variable. A 8px grid and 600ms motion.
Centred compositions throughout, the opposite of Luminary's left-aligned grid, because a shop should feel arranged rather than laid out. Product imagery is generated from the brand's own tokens, so the range looks like a range without a single photograph.
Writing the ingredients page first fixed the rest of the voice. Once the constraint was 'name the thing, say where it is from, say why', the marketing copy had nowhere to hide, and it got much better.
Screens
I design brand systems that hold up from the logo to the last screen.
Nothing matches that. Try “fintech”, “offline” or “brand”.