Branding & Web Design

Alma Joe Candles

GROUNDED / HONEST / JOYFUL

Alma Joe is an all-natural, purpose-driven candle company with archetype-inspired scents. It was founded by bestselling author Laura McKowen alongside her brother Joe and sister-in-law Jenny. Laura built a loyal community through her writing and storytelling and created Alma Joe to share that same love of intentional living through a beautiful, purposeful product. They also donate 10% of every purchase to child wellness and literacy.

The Client

As a product business launching from scratch, they needed a complete brand identity system that could carry across packaging, digital, and everything in between. Something that felt as considered and purposeful as the candles themselves. Warm, grounded, and full of character without being loud or overdone.

The Project

The illustrated brand identity brings together bright and muted tones, custom geometric illustrations, and a logo that feels comforting and joyful. The illustration system was built around the candle archetypes, giving each scent its own visual personality while keeping the overall brand cohesive and instantly recognizable. The packaging, website, and brand identity all work as one complete system, easy to use consistently across every touchpoint.

The Approach

Brand identity design, custom illustration, packaging design, website design, social media templates

Deliverables

JOE McKOWEN, Co-Founder of alma Joe

"Natalie has a very thorough and comprehensive approach to capturing the goal of the brand. She listens intently to understand the goal and mission of the company and works her magic with those goals in mind. With a unique approach of using mood boards, process of elimination, and feedback collection Natalie quickly made our idea a reality."

WHAT THE CLIENT SAID

Ready to show up with a brand you're actually proud of?