Safi Skincare — Feed The Void

Safi entered a category in the middle of redefining itself. The 2018 Farm Bill had just federally legalized hemp-derived CBD, and a wave of new brands were trying to escape the recreational cannabis aesthetic that dominated the shelf. Women were the target customer most likely to bounce off that visual language. The brand needed to look like something a woman would put on her nightstand next to her serums, not something hidden behind the counter.

Working under the creative director, I designed the logo, identity, and packaging system. The core decision was to position Safi against the wellness shelf, not the cannabis shelf. Clean typography, a calm color palette, and considered negative space pulled the brand into the same visual neighborhood as the skincare and self-care lines women already trusted. Cannabis cues were dialed down to nearly zero. Lifestyle photography by James Reyes carried the warmth and approachability that the typography deliberately held back from.

Safi launched into market and sold through its initial run.

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