My Willow
Case study
My Willow – Brand Strategy, Visual Identity & Digital Experience
A brand strategy, identity and packaging direction for a Korean-inspired skincare brand created around inclusive, age-positive beauty.
Industry:
Skincare & Beauty
Location:
United States
Reach:
Domestic US market
Year:
2024
Team:
Christine Lee, Mona Lisa Hanson, Supriya Narayanan
Services:
Brand Strategy, Market Research, Positioning, Visual Identity, Packaging Design, Brand Assets, Social Media Direction
The brief
My Willow is a skincare brand inspired by Korean rituals and created around inclusive, age-positive beauty. It invites people to care for their skin with patience and confidence, moving away from fear-based ideas of ageing.
The brand needed to bring Korean-inspired care into an American context with sensitivity and credibility, stand apart in a crowded category and express inclusivity, calm expertise and everyday ritual.
The thinking
We shaped the brand around the Caregiver and Sage archetypes, balancing warmth, guidance and knowledge. The identity needed to feel caring without becoming soft, and informed without becoming clinical.
A willow-leaf motif emerging from a woman’s hair symbolises resilience, renewal and graceful growth. Sea Haze blue, Forest Green and serene packaging create a calm, natural world, while the verbal direction remains warm, knowledgeable and encouraging.
Below is a small snippet of the project. To check out the full case study, please visit our Behance page.
The work
What we built
- Brand strategy
- Market research
- Positioning direction
- Visual identity
- Packaging direction
- Brand assets
- Social media direction
Where it stands
The system gives My Willow a distinctive, flexible foundation across packaging, social and digital touchpoints. The brand is currently in production and is being crafted and implemented across its next-stage brand materials.
Services used
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