Brief:

Create a sustainable beauty brand for the Indian market that reflects clean aesthetics and eco-conscious values.

Project Overview:

LushÉra blends purity and sustainability to create mindful beauty.
With natural ingredients and minimal design, it offers care that’s gentle on the skin and kind to the planet.

Through LushÉra, I wanted to express how beauty can feel pure, honest, and kind.
My goal was to design a brand that doesn’t just sell products; but promotes a conscious way of self-care, blending simplicity with sustainability.

Research:

The research focused on:-

• Market Study: Rising demand for sustainable and cruelty-free beauty in India.

• Competitors: Brands like Minimalist, The Ordinary, Bare Anatomy — highlighting transparency and clean design.

• Insights: Consumers prefer minimal packaging, plant-based ingredients, and authentic storytelling over heavy branding.
  This led to the positioning of LushÉra as a gentle, transparent, and eco-friendly brand rooted in trust and nature.

Brand Archetype:

The Innocent — symbolizing purity, honesty, and optimism.
LushÉra embraces natural care and minimal beauty, focusing on kindness to skin and the planet.

Brand Story:

Born from a desire to simplify beauty, LushÉra celebrates nature’s purity through gentle formulations and mindful design.
Each product reflects balance, honesty, and care, creating harmony between the self and the environment.
It’s not just skincare — it’s a ritual of self-love and sustainability.

The Logo ideation began with the idea of creating a brand that feels calm, honest, and rooted in nature. I explored organic forms, tea leaves, and circular shapes to represent purity and balance. The goal was to craft a visual identity that communicates gentle beauty through simplicity and natural harmony.

The final logo draws inspiration from the organic form of tea leaves enclosed within a circular frame, representing the cycle of life, balance, and rejuvenation.
The symmetrical composition and soft geometry evoke calmness and purity, while the minimal serif typography reinforces the brand’s modern yet natural identity.
Together, they create a cohesive visual language that embodies clarity, sustainability, and mindful design.

Packaging Design:

The packaging narrates the essence of LushÉra — inspired by the calm of chamomile and freshness of orange peel.
Each illustration tells the story of natural healing and mindful beauty, creating a tactile connection between user and product.
The design balances minimalism with warmth, ensuring every detail — from color tone to typography — reflects the purity of nature and trust of clean beauty.

LushÉra reminds us that beauty can be kind; to our skin, our soul, and the world around us…