How do you create an identity that feels like rediscovering scent? That was my approach when shaping MindFeel. From naming and product development to branding and digital experience. The challenge was capturing the feeling of rediscovering scent - making something that felt premium but approachable, credible but emotional.
PROJECT LINK
A new brand in a space that didn't know how to talk about scent
I was the first designer, building everything from zero. Wellness brands often lean too clinical or too vague. MindFeel needed to land somewhere in between: grounded in science but emotionally resonant. I started with the name and brand identity, then designed the full website, shaped product concepts, and created the visual system across all touchpoints. Every piece needed to balance the scientific credibility with the emotional experience of scent.
From naming to a full visual system
Still working with MindFeel, leading all visual output and creative direction. This includes social content, campaign concepts, packaging development, and guiding the marketing team on brand storytelling. As the brand grows, we're continuously evolving the identity while keeping everything cohesive and true to what we built from the start.
