Raw Lily — Retail

No Toxins. No B.S. Just Pure Wellness

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.

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’.

Black text "RAW LILY" on a green background
"RAW LILY" text on green background
Browser window displaying the text 'RAW LILY' with a purple background and the title 'Raw Lily | Redefining the standard for the products...'. The tab shows a green icon with the letter 'R'.

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.

Silhouette of a young girl holding balloons

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.

Promotional graphic for "The Raw Standard" with text "A Revolution for Wellness." Includes logos for categories: Home Goods, Cleaning, Mama & Kids. Features phrases "No Toxins. No B.S." and "Just Pure Wellness."
Graphic with text "Conscious Curation" and "Choices Drive Change" on a pink background. Surrounding phrases include "Igniting a Wellness Revolution," "Bath & Body," "Beauty," and "Conscious Curation," each within colorful, circular designs.
Icons representing various product attributes: certified organic, certified natural, vegan, EWG verified, organic ingredients, natural ingredients, natural materials, sustainable materials, plastic-free, sustainable, fair trade, handcrafted, cruelty-free, fragrance-free, recycled, gluten-free, women-owned, additives-free.
Cardboard box with Raw Lily branding, featuring a plant design, green tape, and slogans like "No Toxins, No B.S., Just Pure Wellness."
Cardboard box with RawLily branding, featuring a green strip stating 'No Toxins. No B.S. Just Pure Wellness.' and decorative stickers. The box displays a leaf design and the RawLily logo.
Design of a cardboard packaging with "RAW LILY" logo and botanical graphics, featuring slogans "A Revolution for Wellness" and "No Toxins. No B.S. Just Pure Wellness." Includes brief descriptions about wellness standards and brand information.
Three social media posts from Raw Lily feature wellness themes. The first highlights products labeled 'No Toxins. No B.S.' and 'Home Goods.' The second centers on 'The Raw Standard: A Revolution for Wellness,' with phrases like 'Rethinking Wellness Standards.' The third introduces Dr. Bronner's products, emphasizing 'Just Pure Wellness' and 'Bath & Body.'
Raw Lily thank you card and promotional card with discount code
Two enamel pins featuring "RAW LILY" designs on pink knit fabric background.
Subway station advertising posters for Raw Lily wellness brand, showcasing family-safe and toxin-free products with website URL rawlily.com.
Person lying on their side wearing a white T-shirt with green print and khaki shorts, black socks, and shoes.

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