FOUND
A self-care brand focused on guiding you along your wellness journey.
Self-care is often perceived as a superficial act or something done as a reward. In reality, self-care is an intentional practice involving actions to maintain one’s health and well-being. This common misinterpretation leads many to neglect their self-care needs. This project aims to bring awareness, prompt discovery, and empower individuals to better care for themselves.
Deliverables
Strategy
Brand Identity
Creative Direction
Copywriting,
Editorial Design
Print Production
Social Media
Accolades
Applied Arts
Brand Identity Design Program
2023
Imagine yourself going on a journey... It could be a hike up a mountain, a sail across the ocean, or a walk in the forest. Whatever journey it may be, it’s crucial to be well-prepared with everything you need to sustain yourself along the way. The same is true for self-care.
Brand Strategy
Built off of a previous passion project, Akmē, Found aims to guide you through your personalized self-care journey and equip you with the right tools to help you feel more connected to yourself.
Challenge
Our research has found that people often associate self-care solely with tending to their physical self and feel guilty about prioritizing their own needs, even when necessary. Additionally, individuals frequently feel overwhelmed when beginning their self-development journey, and brands exploit this vulnerability for profit.
Opportunity
To help individuals become more aware of their needs and prompt self-discovery to implement effective self-care practices, and ultimately make self-care practices more accessible.
Brand Expression
Explorer Archetype/Meets you where you are Empathetic/Empowering/Purposeful/ Introspective/Curious/Dynamic/Calming
The name 'found' relates to the journey of finding yourself and discovering self-care practices that work for you. This entails a journey of work but it allows you to get to a better place.
This customized typeface illustrates the pathway taken when discovering self-care. The added corners and extended weight represent how each person’s journey is not always smooth or as short or as easy as it seems, but it is all part of the journey.
The traveller’s journal format is inspired by the brand’s Explorer archetype. This leather case is meant to be a durable companion throughout your day.
Jasmine Silang lives and works on the traditional territory of many nations including the Mazina'iga-ziibing Misi-zaagiwininiwag (Mississaugas of the Credit First Nation), the ᐊᓂᔑᓈᐯᒃ (Anishnaabeg), the ᐅᒋᑉᐧᐁ (ᒋᑉᐯᐧᐊ) (Chippewa), the Haudenosaunee and the Wendat peoples.
© 2024