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Brand & Identity

ULA

A concept identity for premium bath salts, pairing a fluid wordmark with dreamlike packaging and campaign imagery.

  • Brand concept
  • Visual identity
  • Packaging design
  • Campaign direction
The projectContext & approach

A surreal bath ritual shaped through water, colour and calm.

Developed as a KartenLabs concept in 2023, ULA imagines a premium bath-salts brand shaped around water, dreamlike escape and self-care. A fluid wordmark, pastel iridescence and surreal landscapes move through the visual identity, product range, packaging and campaign imagery as one calm but expressive system.

Year
2023
01A surreal premium bath-salts concept shaped by escape
ULA wordmark over a saturated tropical landscape with pink clouds and palmsULA campaign landscape in violet and coral with a bath-salt vessel on a plinth
02The concept translated into positioning and visual direction
ULA concept introduction describing a dreamy oasis and premium bath saltsULA visual-design board explaining the fluid, dreamlike art directionULA statement about surreal art for a dreamy bath experience surrounded by iridescent bubbles
03A visual world drawn from water, softness and surreal colour
Flower-filled bath scene and quotation used to frame the ULA self-care moodULA brand canvas combining a surreal sea view, fluid forms and an ocean texture
04A personality balanced between premium, dreamy and serene
ULA personality diagram connecting premium, dreamy and serene attributesULA logo construction and story showing wave-like details in the letterforms
05A fluid wordmark carried into the identity system
ULA primary wordmark and Premium Bath Salts descriptor on whiteULA arched seascape with a marbled business card and contact card
06Packaging that gives each bath-salt blend a distinct atmosphere
ULA packaging description explaining the ceramic cork bottle and holographic finishThree ULA bath-salt bottles in turquoise, violet and magentaThree ULA bath-salt cartons in turquoise, violet and magenta
07Product imagery built from fluid forms and luminous colour
Three ULA bath-salt bottles surrounded by fluid glass forms and flowers
08The system extending across retail packaging and material detail
ULA Marina Grains, Dreamy Dew and Coral Sunset cartons arranged on stoneClose-up triptych of turquoise bottle, violet ULA wordmark and Coral Sunset packaging
09A closing campaign image grounded in the bathing ritual
Person relaxing in a bath beside the words Thank you

KartenLabs / Contact

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