ELDER FLOWER
Award-winning mushroom skincare. Naturally in harmony with your hormones.
Winner
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Graphic Design USA Award 2023
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Winner 〰️ Graphic Design USA Award 2023 〰️
A Brand Imbued With Natural Beauty
Role: Founder & Brand Lead
The Problem: Skincare consumers wanted an affordable-luxury alternative to prestige, clinical brands like Augustinus Bader — something built on nature-derived ingredients they could actually trust. No brand existed yet to translate the science of Snow Mushroom and hormone-supportive formulas into a visual identity people would desire, and the brand needed to be built from zero: naming, product, packaging, digital experience, and go-to-market, simultaneously.
The Solution: As Founder & Brand Lead, I built and scaled the DTC-first brand from the ground up: developing brand positioning and messaging, directing packaging design (in partnership with Interact Brands) around a nature-inspired palette with the Snow Mushroom as a signature secondary mark, art-directing photography inspired by Renaissance still-life painting, and building an integrated CRM and performance marketing program across paid search, paid social, and email. I owned every touchpoint of brand expression to keep the identity coherent from packaging to campaign to checkout.
The Results: +198% MoM sales lift over 18 months, a 2.1 ROAS on paid media, 7,000+ email subscribers, and a 700% increase in site traffic — plus a 2023 Graphic Design USA Award win and an AWWWARDS Honorable Mention for the website.
Metrics Of Success
+198% MOM Revenue
We soft launched the brand + 3 product SKUS over the 2022 holiday season, focusing on gifting and WOM for the first 3 months in market. We saw steady traction in revenue since launch. We tested strategic paid search + paid social efforts and saw a 29% ROI and hit a 2.1 ROAS with minimal budget outlay.
+7k Email Subscribers
We cultivated a high value audience through organic and paid traffic.
+700% Overall Reach
From our marketing efforts we saw positive traction in site traffic, with over 700% MOM increase in clicks and +111% MOM increase in social impressions.
BEAUTY
THAT ’S
MORE
THAN
SKIN
DEEP.
Product Development & Packaging Design
To convey the Elder Flower’s nature-inspired story, product benefits and unique ingredients, I worked with Interact Brands on the packaging design and we started from the ground up (pun intended!).
Our consumers wanted affordably luxurious products made from only the best natural ingredients. We developed a packaging design system that pulled from the natural hues of our ingredients. Our vessels and color palette celebrate the notion that nature knows best and we flourish from her bounty. To further celebrate mushrooms, the star ingredient in all our products, we printed the ritualized tome on our vessels “From Fungi We Flourish.”
Award-Winning Design
In 2023, Elder Flower won the Graphic Design USA Award
Beauty Is In The Details: Photo Campaigns
Inspired by Renaissance-era still life paintings and infusing the vibrancy of nature in the vast color palette, products were shot to emulate the power of nature.
Arrestingly beautiful imagery was close cropped or positioned at unexpected angles for a sumptuous view of the subject; encouraging viewers to look closer, get closer, because true beauty is in the details.
Models presented a philosophy of Mother Nature as super-natural, highlighting the natural beauty of natural skin as almost dreamlike and other-worldly.
Pretty Smart: A Website that’s Beautiful And Informative
Development of the site followed the same design system, applying the palette in creative ways to inform and delight. Working with a stellar developer for the initial launch helped supercharge the development process.
Honored To Be Mentioned
The Elder Flower website won an Honorable Mention by AWWWARDS in 2022
Awards & Press
