top of page
Nature,
Captured
Wild Grove
Brand Positioning
Art Direction
Visual Identity
Packaging Design
Wild Grove is a handcrafted bath, body and skin care brand capturing the scents, textures and calm of the Lake District. The brief called for a vibrant and unique visual identity that reflects the distinctive landscape and sensory experiences of Derwent Water - the brand's origin. Deliverables included brand strategy, naming, visual identity, packaging design, and product storytelling.
The Insight
The bath and body market is saturated with neutral, minimalist brands that often blur together. Wild Grove needed to stand apart by expressing a strong sense of place and emotional connection. Research into the Lake District, specifically the woodlands, lakeside flora and fresh fells around Derwent Water, informed the scent concepts and visual language. Key insights included the richness of natural botanicals (birch, mint, thyme, lavender) and the emotional response people have to fresh landscapes: calmness, invigoration and escape. These insights became the starting point for the creative direction and product range development.
The Direction
Inspired by the Lake District, Wild Grove’s identity moves beyond generic ‘clean beauty’ to create a brand rooted in place and sensory experience. A bold, landscape-led palette of cool blues and deep, earthy neutrals reflects the surrounding environment, while organic typography, illustrative assets and tactile textures reinforce the handcrafted, small-batch positioning. Emotive scent naming supports the idea of everyday self-care as a sensory escape. Minimal, abstract layouts and sustainable materials ensure the brand feels authentic, premium and scalable.
The logo Icon & Colour System
Colour plays a central role across the core range, used boldly within the packaging system to create a grounded, distinctive and memorable identity. Rooted in the colours of the Lake District, the identity is unified by a tree icon and custom wordmark that subtly reveal a hidden keyhole - a quiet nod to unlocking the restorative power of nature.
Distinctive Icons
Hand-drawn illustrations are used as a clear visual system to differentiate between the five scent profiles across the range. Paired with colour accents, the iconography helps customers quickly identify products, while adding character and reinforcing the handcrafted nature of the brand.
Specialist Skin-Care Range
The specialist face range takes a more considered approach within the packaging system, reflecting the complexity of products like serums and mists. A neutral stone background provides a calming canvas, with colour used subtly as accents to differentiate the range from the core collection and communicate the scent profiles.
Let's Work Together
elliekingcreative@gmail.com
@ek_creative_
© 2026 by EK Creative.
bottom of page