TRUE MINDFUL BEAUTY
BRANDING | PACKAGING
True Mindful Beauty delivers a line of small-batch handcrafted organic skin-care intentionally edited to deliver nature’s potent gifts from the NZ Alpine region. Nicki’s intention is to bring integrity and transparency back into the beauty industry where greenwashing, and fear-based marketing prevail. She believes simplicity is the key to living well and has created a range is multi-purpose and truly effective.
True creates micro-moments for modern women to put themselves back to the top of their to-do list, so they so they can create meaningful rituals, connections and a lifestyle to honour our seasonal rhythms.
The True re-brand is all about simplicity and ritual. The diamond icon symbolises rarity and beauty, and diamonds are thought to be amplifiers of energy. The colour palette is inspired by the colours of Wanaka, where all True products are hand-crafted. I created a hand-painted pattern for True, inspired by traditional Shibori textiles and incorporating the diamond shape of the logo. This has carried through into print collateral, packaging and True’s market stall decor.
The packaging design was intended to be a beautiful, simplified work of art. Each product has it’s own symbol, inspired by the Language of Flowers (also known as Floriography). For example, the Courage Mist symbol is inspired by the Alstromeria Flower which traditional embodies bravery, and strength. There is no superfluous information on the labels – simplicity was key – and matching swing tags were designed to include the ingredient list and instructions.
Photography: Jodie Rainsford