SOUL is a skincare brand targeted at women who desire beauty products made with naturally sourced ingredients. The main purpose of SOUL is to deliver natural and ethically sourced products to women to help them maintain youthful, beautiful skin.

The main challenge was to create a brand identity that resonates sensuality and soulful vitality. The visual identity was inspired by the ‘boho’ aesthetic, which promotes a free and sensual sense of self. A neutral palette of nudes and browns was chosen for the visual identity. The colors, coupled with the typography and the brand elements tie together to create a youthful, calming visual identity.