Embrace Your Radiant Journey — Inclusive Beauty for Every Age

Amid the quiet pause of the pandemic, My Willow took root — a skincare brand inspired by Korean rituals, yet created for those often left out of its narrative. Founded on a personal story of rediscovery, it speaks to women navigating the shifts of time, skin, and self.

We positioned My Willow as a space of gentle resilience — where beauty is not about hiding age, but embracing it. Grounded in the Caregiver and Sage archetypes, the identity system was designed to feel wise, nurturing, and quietly confident. A custom wordmark pairs with a symbolic icon — a willow leaf unfurling from a woman’s hair — a visual metaphor for rooted growth and radiance.

A misty Sea Haze blue anchors the palette, supported by Forest Green accents and minimalist typography. Packaging follows the same ethos: understated, sustainable, and serene — inviting a skincare ritual that is intimate, intentional, and age-positive.

From strategy and storytelling to packaging and digital, My Willow became more than a brand. It became a reminder: that every stage of beauty is worthy of care.