See how Launch Kit helped Homegrown Beauty develop a handcrafted brand identity, create standout packaging, and capture stunning product photography to showcase their brand.
Homegrown Beauty is all about keeping skincare pure, simple and natural. With the belief that what you put on your skin should be as wholesome as what you eat, all their ingredients are organic - no labels with words you can't read. The product recipes were originally handcrafted by Homegrown's founder Kelsey Schumacher right in her home kitchen using her stand mixer. Since then, the recipes have been fine tuned and researched to create the perfect mixture.
For every purchase, Homegrown Beauty donates a care kit to YAIPAK. The organization uses the care kits to stock their Rylee Room, where foster families and young girls in need can "shop" for free clothes, accessories, and personal care products.
Designer, Emily Van Til has worked with Kelsey Schumacher on this journey since day one. The two began by developing Homegrown's brand identity back in early 2023. Kelsey came to Emily with a vision, wanting her branding to showcase her products being crafted right in her kitchen. They landed on working with a handwritten style typeface to become the full logo later. This handwritten feeling embodies the concept of a note that you may see in the margins of a cookbook or a recipe that was jotted down by a loved one. The playful colors, hand-sketched illustrations, and self-confidence-boosting tone of voice, pair perfectly with the skincare line that wants to make everyone who uses it feel loved and worthy.
Once Emily and Kelsey had the brand development solidified, it was time to jump into packaging design. There were many things for them to take into consideration other than just making sure the designs look wonderful. It encompassed a great deal of competitor research, ensuring the products will look unique to those on the shelves around them, knowing proper font sizing for legibility, and many different paper testing ensuring the design won't ware off in pockets and purses. Meeting all skincare product guidelines was crucial. They also prioritized transparency of ingredients to reflect the brand’s core values which you can find on the label of each product!
Launch Kit’s first activation with Homegrown Beauty was a Content Studio project that focused on capturing authentic product imagery - perfect for the website, organic social media, advertisements and other marketing touch points.
To pull this off, Kelsey sent Launch Kit a batch of her Fragrance Roller’s and Lip Butters. We did some shopping of our own for props such as flowers, fruit, and acrylic stands to create an atmosphere for the product photos.
Noah and Emily tuned on some tunes and spent the morning in our studio space arranging various sets to capture photos of. During our pre-production planning with Kelsey, we created a shotlist of various SKU combinations we wanted to be sure to capture. This allowed us to go into the production day with a solid game plan of what we wanted to be sure to capture.
For deliverables, we delivered around 50 product photos along with handful of GIF's.
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