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HOLLY McKENNA
Digital Media Specialist
KINDRED COVEN BRANDING & PACKAGE DESIGN
BACKGROUND
Kindred Coven is a grassroots women, femme, and non-binary-led “coven” community emphasizing inclusivity, learning, growth, empowerment and service. It aims to support transfem BIPOC through donation, education, and collaboration. A series of herbal bath soaks was developed by Kindred Coven to raise funds for charities aligned with their goals.
CHALLENGES
1. Create a "witchy" brand identity inspired by the 1960s and 70s that evokes a sense of femininity without being overwhelming or stereotypical.
2. Create packaging for a series of bath soaks that has its own unique look and feel but still hearkens back to the main Kindred Coven branding.
SOLUTION
Take inspiration from the swirling, flowery styles of the 1970s and then combine with a 1960s-inspired color palette. Soft pink and lavender are offset by bold red and deep indigo, creating a feminine (but not too feminine) feel while representing Kindred Coven's ideals of diversity and equity.
For the bath soak packaging labels, the same swirling imagery and main font treatments are kept, but each bath soak is given its own unique color palette to reflect the herbal ingredients within.
BATH SOAK LABEL DESIGNS
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