Wild Grace is a skincare products line inspired by Ayurveda – a general wellness medicine system with roots in the Indian subcontinent, that focuses on the mind, body and spirit balance.
The visual identity finds its roots in ancient and mystical practices – a balanced typographic play on sophisticated imperfection, modern and gestural properties, unusual and organic rhythm, and an old world personality. The minimal approach to the packaging line reflects the founders’ vision – to develop a refined, almost exclusive eco-luxe product that merges method, tradition and precision with humanity and ritual.
The typeface choices revolved around this vision. Mabry, the modern grotesque with gestural properties illustrates method and precision, Schnyder’s organic features, almost lettering-like, illustrate humanity, and Nicolas Cochin brings in the old world ritual ingredient.
Client: Wild Grace
Visual identity: AWP
Photo direction: Mariane Vaillancourt
Illustration: Mireille St-Pierre
