Moon Garden
Crafting a moment of 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.
Brand Strategy / Audience Research / Brand Messaging + Tone Guidelines / Logo Redesign + Identity Refresh / Packaging Design Direction / Creative Direction for Web + Photography
Moon Garden
Crafting a moment of 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.
Brand Strategy / Audience Research / Brand Messaging + Tone Guidelines / Logo Redesign + Identity Refresh / Packaging Design Direction / Creative Direction for Web + Photography
From Hobby Kit to Heartfelt Brand
Together, Josh and I 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.
Original Logo + Packaging
From Hobby Kit to Heartfelt Brand
Together, Josh and I 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.
Original Logo + Packaging
The Transformation
Previous Logo
Refreshed Logo
The Transformation
Previous Logo
Refreshed Logo
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
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
What We Accomplished
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We developed a clear brand strategy that positioned Moon Garden around creativity, connection, and mindful crafting.
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We identified four key customer segments and used these insights to shape targeted messaging and design.
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We created messaging and tone guidelines that balanced creativity, mindfulness, and approachability across all touchpoints.
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We redesigned the logo and refreshed the visual identity to feel softer, more inviting, and instantly recognizable.
-
We defined packaging concepts that highlighted Moon Garden’s artisanal quality, gift-ready appeal, and tactile nature.
-
We guided the visual storytelling for the website and photography to capture the joy, beauty, and connection in crafting.
What We Accomplished
-
We developed a clear brand strategy that positioned Moon Garden around creativity, connection, and mindful crafting.
-
We identified four key customer segments and used these insights to shape targeted messaging and design.
-
We created messaging and tone guidelines that balanced creativity, mindfulness, and approachability across all touchpoints.
-
We redesigned the logo and refreshed the visual identity to feel softer, more inviting, and instantly recognizable.
-
We defined packaging concepts that highlighted Moon Garden’s artisanal quality, gift-ready appeal, and tactile nature.
-
We guided the visual storytelling for the website and photography to capture the joy, beauty, and connection in crafting.
Audience Personas
Moon Garden’s persona work centered around understanding creative, introspective women seeking meaningful ways to unplug, express themselves, and connect with loved ones through hands-on, artistic experiences.
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We highlighted the kits’ beautiful packaging, thoughtful presentation, and ready-to-gift nature, making them an easy yet meaningful choice for birthdays, holidays, and special occasions.
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We emphasized the calming, meditative aspects of crafting, using imagery and copy that conveyed a sense of personal retreat and creative flow.
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We showcased the kits as perfect group activities, featuring messaging and visuals that encourage gathering, sharing, and making together.
-
We positioned the kits as keepsake-worthy projects, inspiring customers to create pieces that commemorate milestones and shared moments.
Audience Personas
Moon Garden’s persona work centered around understanding creative, introspective women seeking meaningful ways to unplug, express themselves, and connect with loved ones through hands-on, artistic experiences.
-
We highlighted the kits’ beautiful packaging, thoughtful presentation, and ready-to-gift nature, making them an easy yet meaningful choice for birthdays, holidays, and special occasions.
-
We emphasized the calming, meditative aspects of crafting, using imagery and copy that conveyed a sense of personal retreat and creative flow.
-
We showcased the kits as perfect group activities, featuring messaging and visuals that encourage gathering, sharing, and making together.
-
We positioned the kits as keepsake-worthy projects, inspiring customers to create pieces that commemorate milestones and shared moments.
THE MISSION
To create a world where crafting sparks mindfulness and connection, helping each of us unplug, slow down, and find joy in making.
THE MISSION
To create a world where crafting sparks mindfulness and connection, helping each of us unplug, slow down, and find joy in making.
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.
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, and into a full ecosystem of DIY crafts. Since the rebrand, Moon Garden is quietly at work planning social media campaigns and preparing to expand into wellness boutiques and curated gifting platforms.