Moods
As the Lead Designer at Moods, I’ve been at the centre of building the brand from the ground up. designing its identity, packaging, and digital presence, and defining the Moods world all the way through to launch. Covering everything from campaign visuals and website design to packaging development and print production, I’ve been hands-on at every stage to ensure the brand feels distinctive, modern, and cohesive. I’ve also supported brand shoots and art directed 3D artists to bring product renders and campaign imagery to life, creating a consistent visual language across all touchpoints.
Design, Packaging Design, Creative, Art/Creative Direction, Managing
PACKAGING
For the packaging, we wanted every element to feel elevated and intentional, with each product housed in a box wrapped by a sleek outer sleeve. The original concept featured a die-cut category name, but the intricate typography proved too delicate for production, so we evolved it into oil and embossed titles paired with bespoke illustrations that hint at what’s inside.
The inner sleeve was designed to inform without overwhelming - explaining aromatherapy in a simple, engaging way and linking directly to our Spotify soundscapes to let people fully immerse themselves in each mood. We also carried out extensive component testing; early prototypes used a white-painted lining inside the glass to boost colour vibrancy, but it dulled the finish and made the bottles feel less premium. Removing it revealed the rich, jewel-like tones that now define the collection.
LAUNCHING
THE BRAND
The launch was all about introducing Moods as a modern aromatherapy brand; cool, chic, and with a soft cyber-punk edge. Visually, I drew from early Y2K ads and high-art photography, especially the blurred, kinetic style that captured movement. With eight blends, each with its own colour, the palette became central to the brand language - always paired with black to keep it sleek and elevated.
The out-of-home teaser campaign was one of my favourite moments. I worked with a 3D artist to create product visuals from full scans, directing the “shoot” to make them feel almost alien — playing with proportion, reflection, and light. Nearly 10,000 wild posters went up across central London, creating a real sense of buzz after months of work behind the scenes. Alongside that, our PR push landed Moods in Vogue, WWD, Dazed, and Culted, setting the tone for one of the most exciting wellness launches of the year.
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The official brand launch was marked by an influencer mailer created in collaboration with Black Ink Projects and Mount Street Printers.
The design centred around a sleek octagonal box that unfolded to reveal all eight blends, paired with a concertina leaflet featuring our clinical trial results. Every detail was considered, from the tactile finishes to the precision of the print, resulting in a beautifully engineered piece that perfectly reflected Moods world. It was a proud moment to see months of creative direction, design, and production come together in something so refined and memorable. -
A few months after our D2C launch, we launched with Space NK to bring Moods into retail for the first time. This was a major milestone for the brand and was supported by a wild-posting and digital campaign that literally put “Moods in Space.” I led the creative direction for the visuals, experimenting with AI to make the products feel larger than life while keeping the look and tone aligned with the brand’s identity.
Another huge moment came with the launch of our spa division at The Chancery Rosewood, one of the most prestigious hotel groups in the world. I oversaw every visual detail, from sketching and concepting the retail stands to designing window installations and in-room touchpoints. This project translated Moods’ sleek, modern aesthetic into a luxury environment, ensuring every element; from display to experience - felt considered, immersive, and true to the brand.
PHOTO SHOOT
I helped art direct our first brand shoot alongside one of the founders, working with renowned photographer Pip, whose work spans Paul Mescal, Daisy Edgar-Jones, and brands such as Prada and Louis Vuitton. His photography has featured in British GQ, British Vogue and Flaunt Magazine. Across a few days on set, we captured both stills and video simultaneously to express the movement and emotion behind each scent. The goal was to show the essence of each “mood” through energy and motion, creating visuals that felt fluid, sensory, and alive.
ART DIRECTION
& 3D ARTISTS
I’ve worked with several 3D artists, each bringing a distinct style that helped expand the Moods visual world. One focused on creating avatars and brain models to illustrate our clinical trial data, turning something scientific into a striking piece of brand storytelling. Another collaboration centred on our website product shots, where I was able to experiment with scale and proportion to make the bottles feel statue-like and otherworldly through bold camera angles, composition, and lighting. I also worked with artist Vova on a more conceptual series exploring our ingredients. We wanted to avoid the traditional anatomical or illustrative approach to essential oils, instead creating alien-like floral and resin forms that felt intriguing and unfamiliar. Together, we refined the lighting, materials, and abstraction until each image sat perfectly within the brand’s universe.
These collaborations bridge my design and art direction work, allowing me to visualise the brand’s world long before production and ensure every asset, from packaging to campaign imagery, connects through one cohesive creative vision.
