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Outside-In Essentials

Outside-In Essentials is a company my friend is launching and asked me to help with creating a brand.

Creative Brief



Amy Dixon is a soaps and lotion maker who is starting a business called Outside-In Essentials that produces organic beauty and skincare products.


To develop a logo and brand that represents Amy’s vision for Outside-In Essentials.

Target Audience

Outside-In Essentials has a target audience of educated, health-conscious, young professionals between the ages of 25-35 who value happiness, peace, and nature.


Outside-in Essentials creates natural products that are healing and healthy for your body and are meant to improve your quality of life.


  • Drug store "organic" products
  • Etsy soap makers

Distinguishing Characteristics

  • Purely natural ingredients
  • Home-made
  • Products that are safe and good for the body

Creative Considerations

  • Earth tones are encouraged
  • Amber containers and packaging
  • Stay away from bright colors and dark blue
  • Keep the design gender-neutral
  • No block lettering


  • Natural
  • Therapeutic
  • Vital
  • Healing

Mood Board:

Color Palette

From my mood board, I chose four inspiration pictures for my color swatches. 

My client's favorite was the water lily. While the greens are almost always found in Organic product logos, it is the color that resonnates most with my client and her vision for her brand. 


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