Lilac Lane Handmade was founded by stay-at-home mom, Brooke Minichiello. Despite great reviews and a loyal customer base, Brooke faced challenges in creating a consistent brand experience. To achieve design alignment and foster business growth, we developed branding, packaging, and website design that truly reflect a cohesive identity.

The primary logo was created using a playful, bohemian serif. To complement the bold, whimsical typeface, we designed fun, abstract shapes inspired by the organic ingredients and handmade nature of the products. Secondary marks were also created to add flexibility for digital and print collateral.

The product labels are modern, emphasizing a handcrafted element that tells the story of each product being individually created with care and intention. Each product category has a unique design pattern, and each scent has a corresponding color palette. This creates differentiation and alignment simultaneously throughout the entire line of goods.

After establishing a colorful and inviting visual identity, we developed a website that emphasized brand alignment, enhanced navigation, and highlighted Lilac Lane’s products.