Dozens of small candles glowing in a dim room beside dried pampas grass
The shadow of a hand holding a whisk over a bowl, cast on a sunlit linen curtain

Em & Jenn Empowering Goods

Ritual, Form & Feeling

Brand identity Products & lifestyle goods

Em & Jenn is a women-owned brand of empowering goods, made for women by women and now preparing to launch. Its founders wanted an identity that would feel like the products themselves, something to slow down with, pick up and keep close, long before there was a shelf or a website to hold it.

Services

  • Brand Identity
  • Brand Guidelines
  • Art Direction
  • Packaging Design
  • Pattern & Illustration
The Em & Jenn logo in gold on sage green: a star in an oval above the name and the line Empowering Goods, for women by women
A blush wax seal pressed with a four-point star on white paper
An illustration of a candle in a glass, its label reading Meditation, Em & Jenn

The star seal & the Meditation candle

A white gift box tied with blush ribbon, the E&J monogram in gold foil on its lid
A blind-embossed pattern of looping ampersands and tiny stars on white paper
A dressing room with a blush velvet chair, a white vanity and a large framed print

Pattern & atmosphere

At the heart of the creative direction was ritual, form and feeling. Rather than drawing a logo and applying it, we began with the moment the brand would be used, a candle lit at the end of the day, a box untied slowly, and worked back to the marks, materials and light that moment would need.

The palette moves from blush and warm ivory to sage and a dusk blue, finished in soft gold. An E&J monogram joined by a looping ampersand sits beside a four-point star held in an oval, which is pressed into wax seals, repeated through a blind-embossed pattern and set on the label of a candle named Meditation. Gift boxes tied in ribbon carry the monogram in gold foil. The result is a brand designed to be experienced, through object and atmosphere, from the day it launches.