Vmagic

As a sub-brand under the Medicine Mama’s Apothecary umbrella, a company owned and operated entirely by women, Vmagic was created to support not only women’s health but also their body-positive empowerment, and to stand proudly on its own in the wellness and beauty industry.

Create a design system that visually represents femininity and inclusion. The work unfolded in three distinct phases of brand reinvention, moving gently from the parent company’s look and feel to one that was fully its own.

Photography led the way. We cast real women of different shapes, ages and skin tones, shot in soft natural light, so customers could see themselves in the brand. A warm palette of blush, cream and sand, paired with an airy serif, kept the look calm and confident while leaving room to be playful.