thistle
wellness
The brief was to create a wellness brand from the ground up. Define its reason to exist, its ethos, its product system, and the experience it brings into the world. People move through their day in a constant state of sensory load. They feel pulled in every direction with no moment to reset. Wellness brands rarely address this directly. Most focus on aesthetics without solving a real problem.
Thistle is a wellness brand built to counter sensory overload.
I created the brand from the ground up: ethos, identity, product design, and an immersive activation.
The project brings together brand strategy, visual identity, product direction, and experiential design to show how wellness can feel functional, intentional, and grounded.