Raw Lily — Retail

No Toxins. No B.S.
Just Pure Wellness

Background

Raw Lily is a new e-commerce store based in Hong Kong, offering the highest quality wellness products. We were asked by the founder of Raw Lily to position and rebrand the wellness e-commerce business.

— Existing brand lockup

Strategy

The wellness industry is in its first steps in Hong Kong. We positioned Raw Lily as a rebel archetype within the brand landscape, with a no-compromising approach to finding the highest quality products, and a zero B.S. tone of voice.

Core values:
— Customer Wellbeing
— Zero Compromise
— To Thrive Together

Raw Lily’s mission is to redefine the standard for the products we use every day.

— Brand strategy overview

Expression

A wordmark-only master logo was chosen as it was clear the brand would require a lot of graphic assets to categorise products and elevate Raw Lily’s credibility.

We chose Recoleta for the brand font for it’s uniquely warm and playful character. It is a typeface that doesn’t take itself too seriously. A ‘playful serif’! Recoleta was complimented with Mabry Pro for body copy.

Tone of voice

Raw Lily’s brand purpose is to educate its audience in an industry full of buzzwords and trends that have lost their meaning. The tone of voice is created to balance the feeling of authority and approachability, resulting in empowering taglines.

Raw Lily has two methods of product curation, and we chose to create individual lockups for these approaches. These are stamps of trust for the brands and products they invite into their store.

— ‘Conscious Curation’ communicates the brand’s rigorous approach to product curation.

— ‘The Raw Standard’ is Raw Lily’s growing ‘blacklist’ of harmful ingredients and the reasoning why.