THE CARDAMUM CO.
As a tech product designer, I wanted to challenge myself beyond digital products and create something tangible – products I could actually touch and feel. So I built a wellness brand from scratch. The Cardamom Co. became my entrepreneurial venture, where I developed premium superfoods and designed an integrated brand system to make wellness more accessible and culturally resonant.
Goals
Define a product strategy that addresses unmet needs for culturally-grounded wellness solutions
Create a cohesive brand identity that differentiates in a crowded wellness market
Design an end-to-end customer experience that builds trust and emotional connection at every interaction
Role
Founder & Lead Brand Designer
Scope
User Research, Product Strategy, Brand Identity, Packaging Design, Go-to-market Execution
Collaborators
Independent project with managed vendor partnerships
Timeline
3 months to pilot launch
The challenge
Wellness brands struggle to create authentic connections with their users, often relying on generic solutions that ignore cultural heritage and emotional needs, leaving significant market opportunities for differentiated premium experiences.
Discovery & Key Insights
I explored multiple audiences before identifying modern mothers as the most compelling opportunity. Two factors: an untapped market where maternal wellness remains underserved in Western markets, and my authentic insight as a new mother understanding this audience's unmet needs. Interviews with 15+ mothers revealed three key insights:
Brand Strategy & Positioning
"Wellness that honors your roots while meeting you where you are."
I positioned The Cardamom Co. at the intersection of premium quality, cultural authenticity, and effortless wellness that fits real life.
Visual Identity System
To bring this positioning to life, I designed a brand identity system that balances modern minimalism with familiar cultural details, ensuring the experience feels premium, personal, and consistent across every touchpoint.
Logo Development
The cardamom pod became our central metaphor, representing both product and nurturing motherhood. Refined through iterations into a distinctive mark balancing warmth with sophistication.
Color Strategy
Muted greens and warm browns establish trust, while seasonal accents represent different motherhood stages, adding vibrancy while maintaining sophistication.
Typography
Selected typefaces that communicate both premium quality and approachable personality, ensuring readability across small packaging labels and digital touchpoints.
Brand Voice & Messaging Framework
Warm yet knowledgeable, traditional yet accessible, from ingredient stories on packaging to community-building social content and personal customer communications.
The MVP
I brought the brand to life through packaging and digital touchpoints. Packaging became the hero – every detail intentional from unboxing experience to handwritten touches that set premium expectations. Digital storytelling showcased cultural heritage through modern application, building community and trust faster than traditional marketing could.
Pilot Launch Validation
The pilot with 70+ customers provided invaluable real-world feedback on the complete product experience. Testing revealed what resonated most with mothers and highlighted areas for immediate improvement during the pilot and future scaling.
The Results
The alpha pilot validated my design goals and research insights with strong early traction and overwhelmingly positive user feedback. Customer testimonials consistently highlighted three themes: thoughtful experience design where "everything felt intentional," cultural authenticity with users saying "finally, wellness that gets my background," and premium quality that felt worthwhile and accessible.