Overview
Fern & Field, a botanical skincare startup, had a great formula and a forgettable look. I built the brand from naming polish to launch: strategy workshops, a distinctive leaf-and-letter mark, an earthy-but-modern palette, packaging for nine SKUs and a guideline book the founders still use daily.
The challenge
The shelf is brutal — forty green bottles whispering “natural”. Fern & Field needed to signal botanical credibility while standing out at three meters in a busy retail aisle and at 120 pixels in an Instagram grid.
Approach & solution
We anchored the identity in hand-drawn fern linework paired with a sturdy grotesque wordmark: craft plus confidence. The system flexes from embossed glass to social templates to trade-show walls without losing recognition, and every touchpoint was prototyped and shelf-tested before print.
