Background: Felicity is a lifestyle brand focused on products that promote well-being, love, happiness, peace, and creativity. The company develops thoughtful products designed to inspire positive emotions and support mindful living.

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Objective: The goal of the project was to create and develop Felicity’s brand identity from the ground up. This included designing the logo and establishing a foundational brand system that could be consistently applied across different products and platforms. The project also involved designing graphics for the launch of a new T-shirt line, defining the visual Look & Feel for the brand, and creating labels and packaging for Felicity’s new Essential Oils collection. In addition, concepts and graphics were developed for corporate products, and the Felicity Instagram account was designed and managed to support brand presence and communication.

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Solution:

The final identity centers around a typographic logo that uses custom characters and ligatures to create a playful, memorable mark that is easily recognizable and adaptable across different media. A line of T-shirts was developed featuring bold graphics and messages that reflect the brand’s core values. The Essential Oils collection was designed with a clean, elegant labeling system that uses color coding to differentiate each product while maintaining a cohesive visual identity.

Together, these elements established a versatile brand system that communicates Felicity’s mission while allowing the brand to expand across multiple product categories.