Gather Nourish Rise is a midwife practice that required a cohesive brand system that balanced clinical credibility with warmth and emotional resonance. I led the development of the visual identity, packaging design, and digital presence.
Creative direction
Brand & visual identity
Packaging design & production
Web design
Social media & marketing assets
The brand strategy centered on framing motherhood with honesty rather than idealization. Acknowledging the physical and emotional complexities of birth and postpartum recovery was a core theme of this project and informed the creative direction. The visual identity is designed to feel grounded and compassionate. Introspective imagery and earth-toned palettes establish a visual language capable of handling a sensitive narrative with nuance and respect.
The mandala was developed as a core visual motif, representing cycles of care, reflection, and growth. Its circular structure reinforces the brand’s emphasis on continuity, healing, and self-discovery.
Packaging system was developed across teas, tinctures, and inhalers, balancing regulatory requirements and production constraints while maintaining brand consistency.
These blends required packaging that highlighted key natural ingredients. Each product emphasized the primary botanicals used in the blends through artwork and info blurbs.
The original design relied on a full-wrap gusset print, but achieving the desired material quality and finish pushed production costs beyond budget constraints.
I restructured the design into a label that could be applied to kraft packaging. Foil accents in the final print preserved the premium feel. This allowed for small-batch printing that was within the budget.
The herbal tinctures required packaging that remained compliant with FDA cosmetic and wellness regulations. The design needed to balance clarity, trust, and restraint.
These tinctures are regulated as cosmetic wellness products rather than pharmaceuticals, requiring careful control of language to avoid implied medical claims.
The label design and supporting copy emphasized gentle wellness, ingredient transparency, and usage guidance without referencing treatment or diagnosis to remain compliant.
The website was built on Squarespace to support the brand’s services with its built-in booking features. The e-commerce was handled through Shopify and integrated seamlessly into the experience to support product sales and fulfillment without fragmenting the brand.
To support launch and ongoing promotion, I developed marketing assets including Instagram templates, a brand launch post sequence, and a presentation template for workshops. I also collaborated with the founder on copywriting to establish tone and messaging at launch.
Photos courtesy of Rachel Liu.
