Juri Okita’s brand and visual identity is carefully designed to portray the balance between delicacy and strength.

Caren is a self-care brand inspired by meditation that aims to encourage customers to take time to “CARE” for themselves, to accept the ups and downs of the mind, and remind of the beauty of being yourself. Turning to designer Juri Okita, a complete brand identity was established starting with the launch of their first product, CBD oil.

The Tokyo based designer created a tagline that succinctly communicated the brand ethos “a moment to focus on yourself”. The tagline would be used throughout the branding campaign but also as a design concept applied to the visual language as a main element of the visual identity.

A minimalist layout conveys a feeling of serenity, complemented by soft earthy tones, which is then paired with the floating vertical logo comprised of thick and thin strokes to represent the fluctuation of the mind and everyday emotions. This visual layout conveys the balance of delicacy and strength.

Images of the sky at a time when the sun is setting also represent this movement within our minds and emotions and are used sparingly throughout the brand collaterals.

For more information about Juri Okita’s design visit their website or follow them on Instagram.

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