JadeSea Case Study

Project Overview

In May 2025, I collaborated with JadeSea, a budding wellness brand founded by Jade and Chelsea, to craft a cohesive brand identity kit. The goal was to create a visual and messaging framework that reflects their mission of healing and hydration, inspired by Japanese minimalism, kintsugi, and natural elements.

Challenge

JadeSea needed a refreshed logo and a comprehensive brand style guide to share with their business partner. The brand lacked a defined palette and visual direction for social media and a future website. The challenge was to balance elegance with accessibility while honoring their poetic, feminine tone.

Solution

Brand Identity Development

• Logo Refinement: Logo “JadeSea,” focusing on text with optional wave and vessel motifs. Delivered a suite including primary, secondary, and submark options in vector format.
• Color Palette: Designed a palette with Deep Evergreen (#1A3C2E), Jade Green (#2E8B57), Seafoam Mist (#A3D8D0), Gold Leaf (#D4A017), and Charcoal Ink (#333333), including shades and tints for versatility. Aligned with client-provided images and implemented for digital use.
• Typography: Selected a soft serif (e.g., Playfair Display) for headings and a minimal sans-serif for body text, ensuring legibility and brand harmony.
• Visual Style: Curated imagery with natural textures (stone, handmade paper), kintsugi-inspired gold accents, and serene photography guidelines focusing on transformation over products.
• Brand Messaging: Crafted a mission to restore balance through transformative rituals, a vision of a global sanctuary, and values of healing, authenticity, serenity, and luxury.

Deliverables

• A brand style guide covering logo usage, color codes, typography rules, imagery style, and messaging.
• Mockups for Instagram posts and website layouts using the palette and assets.
• A moodboard reflecting Japanese waveforms, kintsugi cracks, and botanical opulence.

Results

The refined logo and palette were praised for capturing JadeSea’s essence, enabling consistent branding on social media. The style guide provided a foundation for future website development, aligning with their serene, luxurious vibe and setting them up for growth.