Serenade
Background
Serenade is a handcrafted soap brand designed to celebrate moments of solitude and serenity. Inspired by the elegance of music, flowers, and mindfulness, the brand identity weaves together visual harmony and soothing scents to offer a multisensory escape. Serenade aims to establish a premium niche in a saturated handmade products market through delicate design, scent-driven storytelling, and emotional resonance.
Objective
To develop a comprehensive brand identity that expresses Serenade’s poetic and tranquil essence. The goal was to evoke emotions of calm, luxury, and escape, especially for individuals who seek peace in the midst of their busy lives. From logo design to packaging, the challenge was to maintain a consistent and delicate brand language across all touchpoints.
What did we do
1. Research
We studied handcrafted wellness brands and their emotional appeal, focusing on those that celebrate self-care, femininity, and nature. Moodboards explored keywords like calm, floral, delicate, harmony, and organic. This phase helped us identify visual and verbal cues that set Serenade apart while staying relatable to its target audience: urban women, ages 24–45, who indulge in mindful routines.
2. Creative Exploration
The design direction emerged through a synthesis of music-inspired motifs and botanical elegance. The wordmark was carefully crafted to resemble a flowing musical rhythm, while visual elements like petals, staves, and minimalist florals reflected themes of softness and personal rituals.
3. Application
The final identity extended into label design, packaging, and mock product presentation. Pastel tones, clean layouts, and organic illustrations created a sense of freshness and femininity. The packaging was consciously minimal, balancing emotional depth with a tactile unboxing experience.
