Heelr

CREATIVE DIRECTION ⊛ BRAND & IDENTITY DESIGN ⊛ WEBSITE DESIGN ⊛ PACKAGING DESIGN

In 2019, after having my eyes opened to the toxic ingredients and artificial perfumes dominating the personal care industry, I set out to create something better. Inspired by ancient self-care practices like dry brushing, tongue scraping, hair oiling, and scalp massage, I founded Heelr — an all-natural personal care line designed to nourish body, mind, and soul.

I led every aspect of the brand’s creation: from concept and creative direction, to visual identity, to copywriting, website design, and packaging. My goal was to craft a cohesive, elevated experience that honoured traditional wellness practices while feeling modern and approachable.

The result is a thoughtful, authentic brand that invites people to slow down, reconnect with themselves, and care for their bodies in a way that’s both beautiful and natural.