Worked on brand identity from the ground up including visual dentity, taglines, packaging, and web design concept for a new Japanese self-care brand inspired by meditation.

Caren is a self-care brand to help those who live in the modern fast-paced world take time for themselves and bring their mind at center. Inspired by meditation, Caren aims to provide you with time to “CARE” for yourself to accept the ups and downs of your mind, and remind you of the beauty of being yourself, just like the wild flower’s strength and charm of being as it is (“可憐” – Karen in Japanese).

I worked closely with the founder to develop brand identity including brand’s tagline, web design concept and packaging design for their CBD oil, one of their first products to launch. The brand’s core idea, self-care was translated to this tagline, “a moment to focus on yourself”. Then the concept was applied to the visual language as a main element of visual identity, a focal point on a camera screen. The delicate strokes of the focal point was paired with the floating logo with thick and thin strokes representing how our minds and emotions fluctuate everyday. The image of sky where the sun is setting also represents this movements within our minds and emotions, and is used sparingly through out the brand collaterals.

The overall identity was developed carefully to express the balance of delicacy and strength, just like the wild flowers’ charm (“可憐” – Karen in Japanese), the origin of the brand name.

Images for the web concept: Header image from Björk and Berries, the rest from Salva López