Brand · Packaging · Art Direction · 2026

Rituaire

A ritual-led self-care line, designed as one system from wordmark to wrap.

Role: Brand strategy · identity · packaging · art direction
Range: Bath · facial care · bodycare · hair · matcha
Year: 2026
Formats: Sleeves · boxes · amber glass · airless · jars

Rituaire is a self-care line built around small daily rituals rather than clinical routine — handcrafted soaps, facial care, bodycare, hair and a ceremonial matcha.

I developed the brand end to end: the strategy that names the range, the identity that labels it, and a packaging system that holds sixteen very different products in one quiet world. The restraint is deliberate — soft grey light, honest materials, typography doing the work that illustration usually does.

Product world

Sixteen products, one atmosphere.

The range spans bath, facial care, bodycare and hair — each product cast in the same light. The matcha sits inside the system too: a daily ritual with its own tub, its own label, and a small pile of powder as the only prop the brand allows itself.

Rituaire Matcha Powder — ceremonial grade tub with matcha powder — Matcha Powder — ceremonial grade, for the daily rituals

Rituaire Aloe and Cool Cumber Soap — sleeved bar beside an unwrapped bar — Aloe & Cool Cumber Soap — sleeve and bar

Rituaire Tallow Cream — open jar showing the cream — Tallow Cream — orange & bergamot

Brand strategy

Built around the ritual, not the routine.

The category default is clinical — actives, percentages, before-and-after. Rituaire is positioned on the other side of that: the morning matcha, the evening cleanse, the two minutes before bed. The strategy names the categories, sets the voice, and becomes the content series — After the Ritual.

After the Ritual — preparing matcha in a morning kitchen — After the Ritual — the morning matcha

After the Ritual — Raw Shea Butter jar held in hand — After the Ritual — Raw Shea Butter, vitamins A & E

Identity system

The label does the talking.

Spaced capitals for the wordmark, a high-contrast serif for the product name, small caps for everything functional. Three type decisions, repeated without exception — the hierarchy has to stay legible at forty millimetres on a soap sleeve.

Rituaire Aloe and Cool Cumber Soap — front label — Aloe & Cool Cumber — hydrating & moisturising

Rituaire Breathe Clear Soap — front label — Breathe Clear — menthol, peppermint, eucalyptus

Rituaire Rich Sandle Wood Soap — front label — Rich Sandle Wood — hydrating & moisturising

Packaging range

One grid, every bar.

The soap line carries the identity on a paper sleeve, cut low so each bar's two-tone surface becomes the colour palette. Wrapped and unwrapped read as one object — the sleeve frames the soap rather than hiding it.

Rituaire Aloe and Cool Cumber Soap — wrapped and unwrapped bars — Aloe & Cool Cumber

Rituaire Calming Lavender Soap — wrapped and unwrapped bars — Calming Lavender

Rituaire Charcoal Soap — boxed bar — Charcoal — boxed

Rituaire Kojic Acid and Tumeric Soap — box with bars — Kojic Acid & Tumeric — boxed

Packaging detail

At reading distance.

Rituaire Rich Sandle Wood Soap — close crop of the sleeve label — Rich Sandle Wood — wordmark, serif product name, functional small caps

Product architecture

Four formats, one architecture.

Jar, airless pump, dropper, bottle. The label architecture flexes across four very different proportions without changing its mind — wordmark high, serif name centred, function and weight low.

Rituaire Tallow Cream jar — Tallow Cream — jar

Rituaire Watermelon Hydration Moisturizer — airless pump bottle — Watermelon Moisturizer — airless pump

Rituaire Vitamin C Serum — amber dropper bottle — Vitamin C Serum — dropper

Rituaire Scalp Health and Hair Growth hair oil — Scalp & Hair Oil — dropper

Editorial

One frame, left alone.

Rituaire Gentle Cleansing Gel — diagonal composition with hard shadow — Gentle Cleansing Gel — cleanses, purifies, revitalises, hydrates

Production

Artwork that survives the printer.

Sleeves and boxes were produced as print-ready artwork — flat cuts, registered wraps, ingredients and weights set to regulation size. The system is designed for the moment the sleeve comes off: the bar underneath carries the colour story on its own.

Rituaire Aloe and Cool Cumber Soap — printed sleeve beside the bare bar — Sleeve and bar — the wrap comes off, the identity stays

Rituaire Breathe Clear Soap — stacked bars with printed sleeve — Breathe Clear — sleeve artwork in production

Brand world

After the Ritual.

The content series extends the brand into daily life — morning kitchens, striped robes, the matcha tub open on the counter. Lo-fi by design: the world should feel lived in, not staged.

After the Ritual — sifting matcha at the kitchen counter — After the Ritual — campaign still

The range

Breadth, without drift.

The test of a packaging system is the fifteenth product, not the first. Serums, acids, oils and moisturisers all land inside the same architecture without a new idea being needed.

Rituaire Hyaluronic Acid Serum — Hyaluronic Acid Serum

Rituaire Green Tea Antioxidant Serum — Green Tea Antioxidant Serum

Rituaire Peptide Moisturizer — Peptide Moisturizer

Rituaire Nourishing Jojoba Face Oil — Nourishing Jojoba Face Oil

Rituaire Aloe and Cool Cumber Soap — two-tone bars

Selected deliverables

Brand strategy
Visual identity
Packaging system
Label & sleeve artwork
Product architecture
Art direction
Campaign content direction
Print production

Need a packaging system that survives its fifteenth product?

Start a project All work