PERSUASION
Client:
Persuasion by Christina Persaud
Date of Project:
Nov 2024 - Feb 2025
My Role:
Experience Designer
The client
Persuasion is a body wellness brand rooted in Caribbean heritage, specializing in body butters and body oils. The brand emphasizes fresh, clean, and effective products, aiming to reshape the way consumers experience body care.
The challenge
The client was seeking a comprehensive brand transformation with the following key objectives:
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1. Brand Upgrade – Develop a refreshed brand identity that aligned with her internal vision, elevated the overall look and feel of her packaging, and conveyed a sense of calm and peace to her audience. She emphasized three guiding words to anchor the rebrand: golden, inclusivity, and radiant.
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2. Logo Redesign – Create a new logo that incorporates her last name, "Persaud", alongside the lotus flower, a culturally significant symbol representing beauty, growth, and resilience.
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3. Packaging Development – Design sleek, modern packaging that reflected the upgraded brand identity and seamlessly integrated both the logo and the client’s three guiding words.
Research / Planning
The process began with a discovery meeting to understand the client’s:
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Overall vision
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Current customer base
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Target market
She emphasized that while her products were originally made for brown-skinned women, the new direction needed to both celebrate this focus (addressing concerns such as hyperpigmentation and dryness) and expand into a more inclusive brand identity. This vision was captured in the words golden, inclusive and radiant.
To bring this to life visually,
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​I created a Pinterest mood board centred on the client’s three key words: golden, radiant, and inclusivity. The board highlighted aesthetics that balanced warmth and vibrancy with calmness and peace.
Initial Mood Board – Pinterest Exploration
2. During our second meeting, the client reviewed the mood board and provided feedback. She felt that her vision was accurately represented with only minor adjustments needed. This alignment created a strong foundation for the next phase: refining her branding and developing packaging that embodied her three guiding words, while also conveying the calmness and serenity she wanted her audience to experience.
Designing a solution
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I began by synthesizing all the research and insights gathered, along with the three guiding words and the initial brand board, to create a vision board that represented the brand’s initial direction. This vision board became the foundation of the branding system, capturing the essence of golden, radiant, and inclusive.
The client requested a rich brown tone to convey a sense of groundedness
A lotus was used to represent her Caribbean background, an idea that came up in one of our initial meetings.
A selection of fonts chosen to reflect the overall branding of luxury and calm.
Refined Mood Board – Canva Layout
This was my first exploration of the client’s logo, using a distinct font and the colour gold to highlight her word “golden.”
An array of colours that emphasizes the word “golden” while grounding the design with shades of brown.
A visual summary of the broader vision board I created.
2. From there, I developed the full logo. Using multiple font explorations inspired by the vision board, I created a set of logo drafts that also incorporated the lotus flower.
Logo Concept #1
Logo Concept #2
Logo Concept #3
In our follow-up meeting, the client shared her feedback. While she appreciated the direction, she felt that integrating the lotus flower directly into the name made the design feel too heavy. In response, I proposed the idea of creating two complementary logos:
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A word-mark logo for brand awareness and use across larger formats.
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An icon logo featuring the lotus flower, designed for smaller applications where simplicity and recognition were key.
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This dual approach provided flexibility while strengthening brand recognition.
Final Wordmark Logo
Final Icon Logo
3. Once the logos were established, we moved into packaging design. This phase required balancing brand identity with user needs. The client shared that her previous round bottles did not leave enough space for product information, which limited the customer experience. Together, we decided that rectangular packaging would be more effective. This structure provided ample space for clear labelling, ingredient descriptions, and brand messaging, ensuring that customers not only connected with the brand’s story and vision but also trusted the products based on their transparency and formulation.
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Front Packaging Design – Concept #1
Front Packaging Design – Concept #2
Back Packaging Design – Concept
Conclusion
This project transformed Persuasion’s identity into a brand that is both visually compelling and true to the client’s vision. Grounded in research and collaboration, the new system communicates calmness, inclusivity, and radiance while honouring its Caribbean roots.
The dual-logo system offers flexibility, the packaging balances aesthetics with usability, and the brand is now positioned to stand out in the body wellness market, capturing the essence of being golden, radiant, and inclusive while deeply resonating with its audience.