THE CLIENT
MOON GARDEN
THE PROJECT
• Brand Strategy
• Audience Research
• Brand Messaging & Tone Guidelines
• Logo Design & Identity System
• Packaging Design Direction
• Creative Direction for Web & Photography
Craft kits for connection and calm
When Moon Garden’s founder Josh first reached out, his product was already thriving on Amazon. But he knew it was time for more. He envisioned a brand that could live beyond a product listing: a brand that felt soulful, professional, and resonant with the people who needed it most.
From Hobby Kit to Heartfelt Brand
Together, we transformed Moon Garden from a transactional e-commerce presence into a meaningful direct-to-consumer experience, complete with brand strategy, messaging, and a full visual identity system rooted in mindfulness, magic, and modern design. Let me show you how.
Beyond the Amazon Cart
Josh had proof of concept—a successful mandala rock painting kit—but lacked a cohesive brand presence. He needed:
A story to introduce Moon Garden
A strategy to speak directly to his audience segments
A logo suite and visual identity that felt elevated, not crafty
A shift away from Amazon-only to a branded D2C presence
We started with in-depth audience research and brand positioning. I created four key customer personas—The Thoughtful Gift Giver, The Solo Hobbyist, The Social Crafter, and The Memory Maker—which informed every design and messaging decision going forward.
We positioned Moon Garden as a sanctuary for creativity, offering not just a product, but a pause: a space to slow down, reconnect, and create with intention.
Core Brand Pillars
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A Visual Language of Calm & Curiosity
Moon Garden’s visual identity needed to feel both grounded and otherworldly, inviting customers into a tactile, imaginative experience.
Together we developed:
A custom logo suite featuring a moon-and-laurel emblem
A soothing, earthy color palette rooted in nature
Serene type pairings and ADA-compliant color use
Packaging and photography guidelines for a consistent, gift-worthy experience
A conversational tone of voice that felt warm, encouraging, and sensory
Ready To Blossom
Moon Garden’s rebrand now bridges emotional storytelling and product utility, giving customers a sense of calm and inspiration with every unboxing.
Josh now has a brand that can grow beyond a single kit—into a full ecosystem of DIY creativity. Since the rebrand, Moon Garden is quietly at work planning social media campaigns and preparing to expand into wellness boutiques and curated gifting platforms.