Brand: Brilli Wellness Lighting
PROJEcT: BRAND REDesign
WHAT I DID: brand strategy, creative direction, messaging, color palette, typography, photo direction, art direction
To accelerate Brilli Wellness Lighting’s growth during the height of the COVID-19 pandemic and meet global demands for health and wellness products, I spearheaded a brand refresh to better align the brand’s aesthetic with its mission, values, and core customer personas.
My Approach
I transitioned the brand away from bold Bauhaus to a new style that felt softer, fresher, and more relevant: The Clean Girl Aesthetic. This meant leaving behind bold but brash colors, “loud” serif fonts, and black and white lifestyle imagery, which wasn’t accurately reflecting the health benefits of Brilli’s circadian lighting.
I chose to retain the original brand logo and diagonal slant design elements on packaging, so that there was clear consistency that we were still the same Brilli Wellness Lighting existing customers had come to love, with a glow-up.
I evolved the brand's previous primary yellow, blue, and green tones into a more modern, refreshing palette, leaning into “millennial” saturations that were spot-on for our core demographic. I also incorporated more white space and pops of green plants, smoothies, and fruits to convey the health benefits, and softened harsh circles into more organic shapes. The overall vibe was wellness.
I partnered with social media influencer and photographer Dabito to capture lifestyle images that reflected our new look. I then updated our website, marketing emails, and led the redesign of product packaging for a cohesive look.
The Results
The updated brand direction, design, and value messaging delivered 21% higher YOY click-through rates, a 1000%+ YOY increase in annual sales, and new retail partnerships with Target, Home Depot, and Lowe's.
SAMPLES of Updated brand direction
