Interviews with internal stakeholders revealed core truths critical to making natural wellness accessible to a wider audience. Further research guided us in shaping this vision into a reality.

We developed a series of persona archetypes to help focus the efforts of the brand team. Understanding purchase drivers, barriers, and goals of their target audiences will help align Starwest as a trusted advisor and friend.

We developed a functional brand platform that set up core concepts and created a roadmap for internal teams to guide a wide-range of daily decision making including product development, marketing and communication, sales, merchandising and more.

The logo mark was modernized to meet the new long-term vision of the business. The typeface honored the past while looking to the future, integrating the year established to signal the brand’s commitment, longevity, and integrity.

Our team embraced the colors naturally derived from ingredients in the brand’s products. The resulting visual identity system created a richer, deeper connection with the brand’s mission to make botanicals feel accessible.

We established a clear typography system to guide execution across primary, secondary, and tertiary typesetting needs. This system supports the brand across packaging, print, and digital touchpoints.

Guidelines were codified to align internal teams with the new brand expression and assets, ensuring clarity and consistency across all touch points.

We directed and produced a lifestyle and product photoshoot in support of packaging, marketing, and website design.