Proposal

Astrological star signs and sigils have been around for a long time and have even taken on different personalities, depending on whether or not you believe they exist. There are 12 categories people may fall into, depending on their birth date. Star signs and zodiac signs are generally synonymous terms for the 12 sun-sign constellations (Aries-Pisces), determining personality traits based on birth date. Astrological signs are a broader, more technical term for these, plus moon and rising signs. Being able to choose products that relate to your sign and help you discover things about yourself is always a fun experience. Taking care of yourself is a lot to think about; what products do I need, what's good for me, and where do I get everything in one go? In light of this, I created a self-care box company that includes everything you need to treat yourself, tailored to your elemental category and zodiac sign.

What’s TwLv?

TwLv is a self-care brand backed by astrology that makes the hard decisions for you when it comes to taking care of your wellness, from candles and sugar scrubs to Essential oils. Although this is a box full of different products, it is actually research-driven essentials based on your astrological star/zodiac sign, with scents and fragrances perfectly suited for you. TwLv is an e-commerce website that ships products to your doorstep across the U.S.

The visual identity of TwLv is built on contrast between celestial inspiration paired with grounded, formal design. Clean typography and structured layouts reflect clarity and control, while organic textures and a soft, repeating hue that introduces warmth and emotional depth. This balance mirrors astrology itself: a system rooted in structure, yet deeply personal and fluid.

Target Audience

The primary target audience for TwLv is women ages 16-35 in the U.S. who are interested in self-care and wellness products, with astrology serving as the brand's core. The zodiac system offers an easy, intuitive way for customers to explore and select boxes for their star sign or element, even if they are not deeply invested in astrology. By using zodiac signs as a guiding framework rather than a belief system, TwLv remains accessible, flexible, and appealing to a broad audience seeking simple, comforting self-care experiences while adding a fun flair to the minimalistic design system of competing brands.

Beyond basic demographics, TwLv is designed for individuals who value personalization and guided experiences. Many consumers in this group feel overwhelmed by the abundance of wellness products on the market and are drawn to systems that simplify decision-making. Astrology provides an accessible and familiar framework that allows users to feel understood without requiring deep knowledge or belief in it.

This audience is also visually driven and brand-conscious, often interacting with products through platforms like Instagram, TikTok, and Pinterest. They are attracted to brands that feel cohesive, elevated, and aesthetically curated. TwLv’s minimal yet celestial design approach aligns with their preference for clean, modern visuals paired with meaningful storytelling.

Citation

McKinsey & Company. “The Future of Wellness Trends.” McKinsey, explains that younger consumers, particularly Gen Z and millennials, increasingly view wellness as a personalized, daily practice and actively seek products tailored to their individual needs. The report also highlights that these consumers prioritize guided, research-driven solutions when navigating the expanding wellness market.

Process Logos

In the beginning stages of my logo design, I sketched a multitude of ideas that revolved around the core themes of TwLvs brand: Astrology, Self Care, and Clean Organic design. Working with these ideas, I eventually settled on a fully developed work mark featuring the iconic diamond star shape that repeats throughout my brand in many forms. The logo festures geometrically balanced letterforms with the use of sharp serifs, a cross jointed W with the diamond inflections inside the T and L.

Final

Process Website

For the TWLV brand, I began by sketching initial wireframe ideas to explore layout, structure, and user flow. These early concepts helped me visualize how content would be organized across the site and how users would interact with different sections. From there, I experimented with multiple design directions, testing variations in placement, navigation, and overall visual style. This phase allowed me to refine the concept and identify the most effective way to present the brand.

A key part of the process was prototyping the interactive zodiac wheel. I developed a hover feature that lets users move over each zodiac sign to reveal a corresponding information box, creating a more engaging and dynamic experience. Through iteration and testing, I was able to combine functionality with visual design, resulting in a user-friendly and interactive final product.

Process Packaging

The packaging design began with a series of initial sketches, where I explored different label concepts, layouts, and visual directions. In total, I developed around 12 label variations, each experimenting with different compositions and stylistic elements. As the process evolved, I refined and simplified these concepts, narrowing them down to a cohesive final direction. The goal was to create a unified packaging system with a continuous layout across all labels, while still allowing for variation.

To achieve this, I incorporated astrology-inspired elements that shift between each design, tailoring the visuals to align with the TWLV brand while maintaining consistency. This balance between uniform structure and unique details helped create a packaging system that feels both connected and individually expressive.

Essential Oils

Objectives

To independently research, design, and produce a logo, four branded self-care zodiac boxes, twelve labels for four candles along with four separate inside candle rings and lid labels, four sugar scrubs with lid labels, and four essential oils with four hang tags, a website landing page, and a brand guide for TwLv, a zodiac self-care box company. To create a brand system that feels personalized while remaining cohesive across the 4 chosen zodiac variations.
To translate personality traits into scent, texture, and naming systems for each zodiac collection based on their astrological sign.
To research consumer behavior within both wellness and astrology markets to inform design decisions.
To consider how texture, finish, and material choices influence perceived luxury and comfort.
·To develop the ability to edit and simplify designs for a stronger visual impact.
To combine foundational design principles and advanced branding strategies into a professional-level execution.

Deliverables

1 Logo
1 Brand Guide Book
4 TwLv Zodiac Boxes (Capricorn, Libra, Cancer, Aries)
Prototyped homepage design (Figma)
4 Candle Labels w/ Tops & Inside Rings
4 Essential Oil Labels w/ Hangtags
4 Sugar Scrub Labels w/ Tops
4 Thank You Cards

Research Synopsis

The development of TwLv is grounded in research across both the wellness and astrology industries, with a focus on how consumers engage with self-care products in today’s market. Recent studies from McKinsey & Company show that younger consumers, particularly Gen Z and millennials, increasingly view wellness as a daily, personalized practice rather than an occasional luxury. These audiences are drawn to brands that offer guidance and simplicity, especially as the number of available products continues to grow. This shift highlights the importance of creating systems that reduce decision fatigue while still allowing for a sense of individuality.

TwLv responds to this by using astrology as a structured yet flexible framework to guide product selection. Rather than requiring deep belief or knowledge, the zodiac serves as an accessible entry point for personalization, helping users feel understood through curated experiences. By translating astrological traits into scent, texture, and product combinations, TwLv simplifies the self-care process while maintaining emotional and experiential depth.

Process Narrative

TwLv’s journey began with a meticulously designed visual foundation, establishing the groundwork for each subsequent brand element. I envisioned the logo as a sigil, which ended up translating a different voice than I imagined and led to the creation of a more refined diamond-inspired wordmark, embodying celestial inspiration and ordered balance. Immersing myself in wellness brands and subscription boxes, I analyzed how products are conceptualized, presented, and experienced, extracting insights to define TwLv’s distinct presence. With the brand’s vision established, I developed the product system, starting with labels that unify every item under a refined visual identity. The selection of a neutral tan palette and sophisticated typography created a unified look for candles, sugar scrubs, and essential oils. I designed custom icons for each zodiac sign and introduced a rotating zodiac wheel, creating a cohesive motif across the collection. This approach ensured every product appeared individually meaningful yet identifiably TwLv.

Once the labels and iconography were complete, I brought TwLv’s identity into the tangible world through packaging design. Every detail from the layout to the choice of materials was chosen to evoke luxury and comfort, transforming each box into an experience. With the physical brand in place, I created the website as a digital home where all elements converge. Drawing on e-commerce research, I focused on clarity and intuitive navigation to make the online journey as seamless and inviting as the products themselves. The journey culminated in a comprehensive brand guide that captures every detail to ensure TwLv’s identity remains consistent wherever it appears. From the first spark of the logo to the tactile packaging and immersive digital experience, every step built outward from a strong core, resulting in a brand that feels both cohesive and thoughtfully crafted.