Asha Apothecary
CO-FOUNDER • CREATIVE DIRECTOR
Karelaine co-founded Asha Apothecary, a purposed-driven, hemp & wellness brand on a mission to revolutionize impact in the cannabis space through Earth-friendly products with the highest standards and radical transparency through research, education, and third-party verifications. Asha is a firm believer in the power of education, community, and science with multiple non-profit and university partnerships that elevate environmental justice and regenerate the planet.
As Creative Director, Karelaine manages all design aspects of the company. She led the creation of the brand standards and aesthetics including the logo design, color palette, and product packaging design. She also designed, created, and managed creative assets including social media, website design, email marketing, and promotional materials.
Logo Design.
Asha Apothecary's logo design features the triangle symbol, which represents manifestation, enlightenment, and hope. And since the name Asha is of Sanskrit origin meaning "hope," the triangle became the foundation for the branding. Elements from the logo were then used to design the submark.
Website Design.
Asha Apothecary's website was designed to achieve several goals. Not only does it highlight its products in an online store, it also serves as a platform for education through its extensive blog. Topics range from hemp CBD research to self-care practices to information about regeneration and sustainability - core components of the brand's mission.
Social Media Templates.
Social media templates were designed to promote Asha Apothecary's products as well as highlight its mission, vision and values. From sales promotions to infographics to inspirational quotes, each asset reflects the core essence of the brand and showcases its dedication to making magic.
Brand Book.
Asha Apothecary's brand book showcases the core brand's identity and aesthetic. It features the mission and values, tagline and tone of voice, logo and submark, color palette and typography, as well as a shopper profile and introduction to the company's founders.
Packaging Design.
The packaging for Asha Apothecary's product line was designed to reflect the brand's modern yet mysterious aesthetic. The metallic logo pops on the dark matte label - a unique look that stands out from the crowd. Each product is distinguished by its own color from the brand's color palette.
Business Cards.
Asha Apothecary's business cards were designed to have a sleek and sophisticated aesthetic. The combination of a matte black background and a metallic logo and lettering create a mysterious yet refined look.
Pitch Deck.
The pitch deck illustrates Asha Apothecary's positioning within the industry as well as key metrics related to its target audience and investors. It highlights the brand's achievements and milestones as well as future opportunities and a roadmap for success.
