Case study—Raw Lily

Branding Raw Lily: No toxins. No B.S. Just pure wellness.

Raw Lily is a pioneering e-commerce platform based in Hong Kong that curates the finest wellness products available. Recognising the nascent stage of the wellness market in Hong Kong, the founder sought our expertise to rebrand and position Raw Lily within this emerging landscape.

We strategically positioned Raw Lily as a rebel brand, challenging the status quo with an uncompromising commitment to sourcing only the highest quality products. This distinctive approach is reflected in the brand's authentic and no-nonsense tone of voice, fostering a genuine connection with discerning customers.

Guided by core values of ‘Customer well-being’, ‘Zero compromise’, and a shared commitment to ‘Thrive together’, Raw Lily's mission is redefining everyday wellness products' standards. Raw Lily empowers individuals to prioritise their well-being and cultivate a healthier lifestyle by championing exceptional quality and transparency.

Logotype design for Raw Lily, rounded font on the Raw Lily brand green background.
Raw Lily logotype on website header vector mockup.
Stacked logotype in a square layout, rounded font on Raw Lily brand green background.

Recoleta, chosen for its uniquely warm and playful character, serves as the brand font. This 'playful serif' typeface adds a touch of personality without being overly serious. Mabry Pro complements Recoleta, providing excellent readability for body copy.

Recoleta Alt Semibold, Medium and Mabry Pro Regular type specimen for our branding project for Raw Lily.

Raw Lily’s core purpose is to empower its audience by navigating the often confusing wellness landscape with buzzwords and fleeting trends. The brand voice strikes a unique balance between authoritative expertise and approachable guidance, resulting in empowering taglines that resonate with discerning customers.

To communicate its distinct approach to product selection, Raw Lily employs two unique curation methods, each represented by a distinctive lockup. These ‘stamps of trust’ reassure customers of the brand’s unwavering commitment to quality and integrity.

  • ‘Conscious Curation’ signifies the brand's rigorous and discerning process in selecting products that align with its core values and meet the highest standards of quality and efficacy.

  • ‘The Raw Standard’ transparently outlines Raw Lily’s growing ‘blacklist’ of harmful ingredients, providing customers with clear and concise information about the reasoning behind these exclusions and fostering trust through open and honest communication.

The Raw Standard example, rounded font on purple background, with coloured stickers for different types of products.
Conscious Curation example, rounded font on pink background, with coloured stickers for different types of products.
Product feature icons, hand drawn vector style, colourful and with the particular feature noted in white text.
Raw Lily branded packaging design with the logotype, stickers and tape.
Top view of the Raw Lily branded packaging design with the logotype, stickers and tape.
Raw Lily branded packaging die-cut design with the logotype, stickers and tape.
Raw Lily branded social media post examples.
Green and purple Raw Lily metal pin badge mockup.
Branded green Raw Lily gift card design.
Three poster design mockups for our branding project for Raw Lily.
Person lying on floor wearing a white t-shirt with green graphics and the words "RAW LILY," beige shorts, black socks, and black shoes.
Testimonials

“It was a pleasure to collaborate with Adam and Shirley. They were incredibly responsive and helpful throughout the entire process. They are passionate, kind individuals with a lot of energy, which made the experience enjoyable. Their professionalism and dedication shone through, and we truly valued their hard work and commitment.”

Tina Shum — Founder, Raw Lily

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