TRUE MINDFUL BEAUTY

BRANDING | PACKAGING

True Mindful Beauty delivers a line of small-batch handcrafted organic skin-care intentionally edited to deliver nature’s potent gifts from the NZ Alpine region. Nicki’s intention is to bring integrity and transparency back into the beauty industry where greenwashing, and fear-based marketing prevail. She believes simplicity is the key to living well and has created a range is multi-purpose and truly effective. True creates micro-moments for modern women to put themselves back to the top of their to-do list, so they so they can create meaningful rituals, connections and a lifestyle to honour our seasonal rhythms.

The True re-brand is all about simplicity and ritual. The diamond icon symbolises rarity and beauty, and diamonds are thought to be amplifiers of energy. The colour palette is inspired by the colours of Wanaka, where all True products are hand-crafted. I created a hand-painted pattern for True, inspired by traditional Shibori textiles and incorporating the diamond shape of the logo. This has carried through into print collateral, packaging and True’s market stall decor. The packaging design was intended to be a beautiful, simplified work of art. Each product has it’s own symbol, inspired by the Language of Flowers (also known as Floriography). For example, the Courage Mist symbol is inspired by the Alstromeria Flower which traditional embodies bravery, and strength. There is no superfluous information on the labels – simplicity was key – and matching swing tags were designed to include the ingredient list and instructions.

Photography: Jodie Rainsford

True Mindful Beauty Branding | Love Indigo Creative
True Mindful Beauty Branding | Love Indigo Creative
True Mindful Beauty Branding | Love Indigo Creative
True Mindful Beauty Branding | Love Indigo Creative
True Mindful Beauty Branding | Love Indigo Creative
True Mindful Beauty Branding | Love Indigo Creative
True Mindful Beauty Branding | Love Indigo Creative
True Mindful Beauty Branding | Love Indigo Creative
True Mindful Beauty Branding | Love Indigo Creative
True Mindful Beauty Branding | Love Indigo Creative

“Alisha went above and beyond to really understand the design and brand brief. Her depth and understanding took TRUE beyond the superficial aspect of design and really connected with the story behind the brand. She has a lot of knowledge and skill in many areas beyond design. I really love her ethos and her passion for creating brand with heart and soul, and I LOVE LOVE LOVE, the real meaning and thoughtfulness that has gone into every detail she has designed for TRUE.  I would recommend Alisha to anyone that wants to create a soulful brand with meaning and connection.”

Nicki Hanning – True Mindful Beauty