Odonata

BRAND IDENTITY | 2019

DETAILS

Mabbly was approached by one of the nation's top health and beauty care (HBC) product supplier in the convenience store channel, to set up a successful e-commerce product launch, framing their brand as the category leader in high-quality, clean, and safe CBD products.

Working directly with the creative director, strategy and data teams and even traveling to Denver to learn more about the industry, I was responsible for crafting three flexible brand identity systems and fully executing one for the client's new e-commerce brand. While our team was also responsible for the naming process - the temporary name Odonata is used for the purpose of visual ID exploration.

*Engagement was paused due to Covid*

TEAM

Creative Director: Jen Dorman

Animated Logos: Justin Kong

Strategy: Mary Mitchell, Daria Modrzanska

Agency: Mabbly

PROCESS

For the first concept, which ended up being the selected direction, I drew inspiration from the history of herbal remedies across ancient Greece, Rome, and China, flowing along the unifying thread of balance, peace, and energy.

The second and third concepts are shown below. The second proposed concept focuses on an "elemental" approach, offering the most basic, simplest, and purest version of a great force of nature. The final concept is inspired by the scientific exactitude of our product development process, and takes visual cues from precision instruments (pipettes, protractors, scales) and from the energetic dedication to education of luminaries like Bill Nye the Science Guy.