SPARITUAL
SpaRitual has long been a pioneer in clean beauty, guided by its Slow Beauty philosophy and commitment to plant-based, vegan formulations. As the brand prepared to scale and expand its offerings, we partnered directly with founder and CEO Shel Pink to build a cohesive, future-ready packaging system—one that honored SpaRitual’s soulful identity while creating clarity and structure across every product line.
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Visual Identity
Package Design
Copywriting
Activation
UX Art Direction
SPARITUAL
SpaRitual’s foundation is rooted in intention: ethical sourcing, mindful self-care, and a slower, more meaningful approach to beauty. As the brand’s portfolio evolved to include new products and categories, the need for a stronger packaging system became clear. The existing materials lacked a unifying structure, making it difficult for internal teams to scale the brand without losing consistency or voice.
Working closely with Shel Pink, SpaRitual’s founder and visionary, we led a holistic redesign of the brand’s packaging system—from visual hierarchy and layout to typography, color, and copy. Every decision was made in direct collaboration with Shel to ensure the system not only met operational needs but stayed true to the deeper values at the heart of SpaRitual.
APPROACH
We began by auditing the packaging ecosystem, identifying key challenges with product architecture, visual consistency, and messaging. From that foundation, we developed a scalable structure to define the relationship between primary and secondary packaging, clarifying how information such as ingredients, benefits, and rituals should be prioritized across product lines.
The visual language was refined to reflect the values of the SpaRitual brand: Typography was simplified to create a clear hierarchy that could flex across formats. The color palette was grounded in earth tones, reflecting product attributes and the brand’s connection to nature. Layouts were designed to be modular and elegant—designed to be cohesive on shelf or online.
Equally important was voice. We created a packaging-specific copywriting style guide to help internal teams write with consistency and intention. From naming conventions to benefit statements and directions for use, the system made it easy to communicate clearly while preserving SpaRitual’s warm, grounded tone.
RESULTS
The new packaging system gave SpaRitual the structure it needed to expand. Internally, the design and marketing teams now had a practical toolkit to support rapid decision-making without sacrificing visual or verbal integrity. Departments across the company embraced the guidelines quickly.
Externally, the brand now presents a unified face across retail, e-commerce, and spa environments. Every product contributes to a coherent, elevated brand experience. One that invites users into ritual, presence, and care. The new system honors the legacy of SpaRitual while creating space for the brand’s next chapter.
WEBSITE
sparitual
DESIGN AWARD
