The challenge: Re-imagine the iconic Saje brand and stand out in an increasingly saturated “wellness” category… without altering the logo or store design.

The answer: Lean all the way into honesty and realness, and push back against the unnatural promises of the beauty and wellness categories. The design approach is meant to feel editorial, candid, and raw, and our system replaces the same-old zen tranquility with dynamic brand elements and a refreshing sense of humour.