Overview

When shaping the UX of the website, we stayed true to the brand's core principles: a minimalist aesthetic, reliability, and a customer-centric approach. The entire user experience was crafted to highlight KEEP bars’ advantages and what makes them stand out in the market. To achieve this, we included design elements such as a comparison table featuring major competitors, displayed customer reviews accompanied by authentic, unfiltered photos, and offered options for both one-time purchases and subscription plans.

We started with a session of brand discovery to better understand the essence of Natalie's business and what makes her special. The challenge lay in the diversity of audiences in need of stress and anxiety management help, ranging from young women at the start of their careers to mature men coping with relationship issues. The brand should reflect not only Natalie's calm and gentle approach but also her determination and robust character.

We guided the entire visual identity by the following principles: sophistication, modernity, softness, comfort, and freshness. For the logo, we designed a custom wordmark that emphasizes the journey of Natalie’s customers and the healing process: from vulnerability and fragility to becoming strong and in control of one's feelings. We also wanted to emphasize her name, as Natalie herself is the most significant differentiator when it comes to competitors. Once you meet her, your life begins to change.

We also developed an extensive color palette based on the same design principles, yet flexible enough to suit various communication channels. From Vanilla Mist and First Frost to Baby Beige, the colors create a safe space, build trust, and play a role in relaxing the audience. We added contrast by using images taken either in nature or in environments with indoor plants. This approach allows the comforting color palette to blend with the natural greens or the darker browns of trees. All elements have been compiled in a brand guideline to assist Natalie and her team in maintaining brand consistency while creating content for other channels.