STRATEGY, IDENTITY, PACKAGING DESIGN
Essential oils by Pyne are designed for the millennial who practices self care routines, meditation and wellness on the daily. Pyne’s vision is to create a wellness brand that goes deeper than just detoxing and relaxing the body, but includes belief systems and personal growth as part of its wider message.
Our target audience is the millennial explorer, those who like to purchase beautiful products, even more so if they are good to the earth and the mind. They enjoy adventure and trying new things. That are spiritually inclined in a modern world; in tune with rituals and wellness activities and they understand the power of aromatherapy, are open minded and ready to journey with the brand as it grows.
Based on the archetypes of the lover and the explorer, Pyne looks to strengthen the inner relationship with self and evoke positive emotions. Pyne wants to make people feel special; the goal is to encourage customers to get in touch with their deepest dreams and needs. Pyne gives us a wellness ritual which is more than just about relaxing for body and mind. Its contemporary-spiritual, mainstream, loving, clean and cool. Pyne creates essential oils for the modern day.
We created the tagline “Pyne, Pause, Progress” to summarise the actions we take when we develop with the brand – turning Pyne into the routine. We used soft pastels and gradients to evoke a dreamlike state and avoid the typical cues that wellness, self development and spirituality are often pictured with. We channelled the founders’s science and product development background too, which reminds us that the ingredients have been researched and formulated.