01 Printed Matter + LitLit
02 Hotel Mökki
03 Aperture Foundation
04 The Real, Virtual & Imaginary
05 Esmé
06 Mental Health America
About ︎︎︎
👋 I’m Roxy Chen, a foodie, part-time traveler, music lover, and friendly graphic designer who loves crafting delightful experiences. Thanks for being here :) About me ︎︎︎
Contact ︎︎︎
Say hello at roxy.chen2425@gmail.com or
find me on LinkedIn. Let's get in touch :)
©2024 Roxy (Xinyi) Chen. All Rights Reserved.
︎︎︎ Brand Identity
︎︎︎ Packaging Design
︎︎︎ Packaging Design
Gaiam’s new hair & body product line, Esmé, is dedicated to bringing the sense of meditation into people’s daily routine. This new personal care set creates a seamless, mood-lifting shower experience that provides the moment to reset both mental and physical health like an aromatherapy. Whether it is a nice long soak after your yoga session as the extension of your meditation practice or a refreshing quick shower in the morning, Esmé is always there to get you started with mindfulness and self-care.
The aim is to communicate a product line that is elegant, modern, and simple, yet stands out with moments of impact and sophistication. My resulting identity and packaging design bring the vision of this hypothetical sub-brand to life with a visual language that reflects its commitment to luxurious natural ingredients and transparency.
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From the Old French esmé, meaning "beloved" or "esteemed". Self-care is self-love. Esmé is here to help people take care of themselves and cultivate self-love by creating a meditative shower experience. Incorporating Esmé into their daily routine, users can come to tap into their inner peace, positive mindset, and the ability for self-healing.
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Esmé designs for sustainability by working with a plastic-free & refill subscription system. Subscribe or order a refill when you’re ready and send the empty containers back to us. That way, Esmé can clean, reuse, and refill the bottles while keeping them in circulation.
From name development, visual identity, and packaging design, through to campaign collateral including art direction for stills, motion graphics, and social media content, this concise and grounded tone of voice does a wonderful job explaining product formulation, application, regime, and benefits clearly and openly.