Design Case Study | Morning People, a clean, sustainable and cruelty-free skincare brand

Tell us a bit about the brand – its heritage, its story, and its markets – and the brief for this project. How does the design express the brand’s values? 

Morning People is a clean, sustainable, cruelty-free skincare brand for all mankind, born out of Jasmyn Wilkins’ vision to inspire people to find their peace and happiness through something as simple as a self-care routine. The brand creates Vitamin C and CBD-infused products made for people who want their skin to feel as strong and healthy as their minds can be. Morning People’s ethos is rooted in giving back to the community and empowering consumers to go about their days with self-love, fearlessness, and confidence.

Guided by experiences with her own wellness journey, Jasmyn created Morning People with the belief that allowing ourselves to embrace the morning can teach us to take better care of ourselves from the inside out. Inspired by those who sometimes struggle to get out of bed, Morning People provides a new perspective to help people deepen their understanding of themselves and improve their lives with daily self care. 

What inspired the design? 

The client requested a fresh brand identity that encapsulates the brand’s purpose, evoking the nostalgia and the authentic feel of what mornings are for people all around the world. Jasmyn aimed for a brand identity that connects with conscious and strong-willed people on a human level through a mix of bold and soft elements, elevated by a youthful and gritty tone of voice.

What is unusual or innovative about this pack? 

The first product of the Morning People line is the CBD-infused Vitamin-C Sunbaked serum. The packaging design is meant to reflect Morning People’s core message of empowerment and the product’s lift-me-up effect, as Vitamin C has energizing and anti-aging effects, while CBD leaves the skin supple, rejuvenated, and adequately hydrated. The packaging sets the customer expectations at first glance: by using this product, you’ll start your morning putting your best face forward. As to the color palette, Mariam opted for a mix of warm and cold tones inspired by sunrises, mornings, and mundane life. She created a gradient color inspired by the spectrum of the sunrise dawn sky for the boxes, linked to the brand’s name. All the visual elements were chosen purposefully, ensuring they look alluring and vibrant when printed on recycled glass, a material selected to minimize the brand’s environmental impact. 

What reactions have you had from your consumers? 

”This is my first time using a CBD product topically and I am loving it. The vitamin C has helped clear up my hyperpigmentation and is gentle enough for me to use everyday”

— Anna V.

I am very impressed by how a product that is free of so much can still pack a punch. I have very sensitive skin so I was nervous to introduce my skin to something new but it is loving this serum so far. I also love that it is fragrance free aside from the natural scent of the CBD. I’m a fan!”

— Cora H.

Designer : Mariam Khalifah, independent brand designer and art director based in Cairo, Egypt. Mariam will start her own graphic design studio soon.

Product : Morning People

Launch Date : 2022

Brand Owner : Jasmyn Wilkins is an American fashion model, mental health and wellness activist, social media personality, and actress. Her main goal is to make people struggling with hardships, mental health, and stigma reclaim their power. 

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