This project was inspired by a brief from the Grow & Glow Club on Instagram, which puts out biweekly branding challenges for designers. This one was for Crystal Coven, a mystical shop that sells tarot decks, crystals, and other spiritual items to aid in personal growth and connection to the universe. The brief asked for a logo suite, packaging, and storefront design.
I wanted this brand identity to feel mysterious and mystical, but still approachable and friendly for those who are new to the spiritual arts. My goal was to position Crystal Coven as a trusted guide to help consumers connect to a higher power.
The Crystal Coven logo symbolizes a portal to the universe, alluding to growth and connection, and the brand colors embody mysticism and spirituality. The headline font is a friendly, italicized serif which is paired with a simple sans serif for the body copy.
I created two signature brand patterns using hand drawn illustrations, which are featured prominently on the packaging designs. And finally, the brand’s signature photography focuses on the raw beauty of the universe, featuring natural landscapes that feel untouched and wild.
