This Brand Design is a 12-day project of our Intensive Design Program. It was done by me and my teammate ZhuoYi (Zoey) Xu.

We started with an initial Idea: to build a service platform to increase mental wellness. Creating an
environment where our users can relax anywhere, anytime. Through Macro Market, Micro Market analysis, and research of customer persona, we established the positioning and objectives of the brand Be Well: Be Well uses machine learning to optimize users’ experience and to suggest programs based on goals/mood.  It has social rooms where users can follow the same tutorial simultaneously, more affordable price, across Meditation and Yoga.

For the magazine ad, our starting point was to help promote our brand through the visuals and the deep effect of the painting and to connect and communicate our brand philosophy. For example, we used the scream painting to create a communication with people who are struggling inside and tell them that there is a good choice to use our services at this time. 

We have done a total of four in this small series, and this is not an end. There would be a follow-up. It is possible to keep launching different related and interesting content.

We chose essential oil, a product that would be interesting to both people who practice yoga and meditation, as scents help us relax in different environments. 

One of our main brand’s selling points is our machine-learning service, which offers a personalized experience to all users of our app. In order to incorporate that technological side of our brand into our promotions, we utilized AI to generate the packaging images and designs. For example, this Aries painting is actually generated by AI after inputting some keywords and images. It also connects back to the famous painting aesthetics that we used in the magazine ad. 

For future potential products, we thought of phone cases since we are an online app or natural perfumes. Our end goal is to continuously establish multidimensional connections with users, continuously improve the brand's familiarity and recognition among users, and form a long-term, lasting relationship that exists naturally like breathing.