From Phoenix is a candles and wellness brand for stressed-out self-starters who need a hand with mindfulness. The brand is inspired by the Majestic Egyptian Phoenix, known for burning itself on a funeral pyre and rising from the ashes with renewed youth to live through another cycle. Much like this eastern desert bird, we believe in being intentional about life's seasons and cycles and carving out time to slow down, light a candle and rise again.
The brand exists for a broad spectrum of people across cultures, ethnicities, and skin colours: but people of colour are our north star. For many in the Black community, it can be incredibly challenging to discuss the topic of mental health due to concern about how others may perceive them. One US study showed that 63% of Black people believe that a mental health condition is a sign of personal weakness. While From Phoenix is not a mental health expert, we speak to the broader cultural implications of a society that has made blackness synonymous with struggle. From Phoenix aims to normalise rest in a world plagued by and pushed forward by unrelenting perpetual productivity
SERVICES
Brand Strategy
Visual Identity Design
Art Direction
Packaging
Website Design
Brand Strategy
Visual Identity Design
Art Direction
Packaging
Website Design
CREDITS
Lead Designer & Strategist: Lineo Kakole
Designer: Wian Coetzee
Lead Designer & Strategist: Lineo Kakole
Designer: Wian Coetzee
01 Discovery
The best way to strengthen your brand and ensure long-term growth is to start with discovery. We began with a four-hour discovery session to unpack From Phoenix's core values and aims; digging deep to understand and succinctly define your brand's differentiators will act as a compass, guiding the execution of all marketing assets.
Brand Discovery
Positioning
Brand Voice
Personality
Vision & Mission Statements
Clarifying Features & Benefits
02 Identity Design
The visual identity celebrates the many facets of mindfulness and the nostalgic, fluid feeling of being human. Upon closer examination, this memorable motion is embodied in a logo with soft-round accents and imperfect organic shapes. The brand's versatility is represented by a mix of timeless serif typefaces and chunky sans-serif typefaces, balancing playful grooviness and sophisticated mindfulness — and a fiery, audacious colour palette. The distorted, wavy visual elements allude to From Phoenix's distinct personality, emphasising the overwhelming yet compelling landscape of moods and mindfulness.
Visual Identity Design
Brand Development
x3 Stylescapes (Colour Palette, Typography, Brand Application Examples)
Logo & Identity System
Typography
Colour
Visual Elements
Photography & Art Direction Guidelines
03 Packaging
The challenge with creating candle packaging is giving each scent a distinct captivating look that still fits into From Phoenix's overarching brand identity. We created labels, dust-covers and packaging collateral unique to each scent and reflective of From Phoenix's groovy vibrant identity.
Packaging
Product Labels & Dust Covers
Branded Sealing Tape
Stickers
04 Website
We gave From Phoenix an online home through rich strategy-driven website design, leaning on the developed brand identity to create user-friendly navigation, intuitive layouts and stellar visual design.
Online Brand Collateral
Social Media Branding
User Personas
Journey Mapping
Wireframing
Website Visual Design
Squarespace Development
👋🏾 Hi, my name is Lineo (pronounced dinewo),
a content creator, brand and experience designer, and the founder of Plus27Club, an undertaking connecting local creatives and entrepreneurs with skill challenges, resources, and a community of like-minded freelancers.
