Aura

Homedics

Branding, Packaging

Develop a visual identity and supporting assets for Aura, a new sensory wellness product under the Homedics brand. The goal was to create a calming and accessible sub-brand, including a logo & packaging.

As a niche product entering a new category, Aura required a distinctive brand presence that still aligned with Homedics’ wider identity. The project had to convey a sense of calm and simplicity across both physical and digital touch points. Assets needed to be produced without access to physical product samples, with the added pressure of a fixed launch deadline.

The visual identity was built around softness and simplicity. The final logo took on a typographic style to stay consistent with other Homedics sub-brands while maintaining a gentle, sensory tone. Packaging concepts explored natural materials and minimalist colour palettes, before settling on a calm but sophisticated blue, a custom leaf pattern, a subtle metaphor for the start of a calming ritual. Iridescent spot uv was included to bring the feeling of an aura to life on the packaging, as well as spot varnish to mimic the orb lighting up.

The creative and marketing teams responded positively to the branding and visual direction, with strong internal feedback on the logo, packaging, and visual assets. While the design work met its objectives, the product ultimately faced challenges securing retail listings, and the project did not progress.