Striving for a new standard

The Kūlia story starts with its name. Kūlia in Hawaiian means ‘to strive,' and founder Jasmine Keeney is striving to create a new standard in organic skincare. Every ingredient in Kūlia's Regenerative Face Serum and Revitalizing Eye Serum is certified organic or wild grown, and held to the industry's highest standards. We are proud to have partnered with Jasmine every step of the way, to build this incredible brand from the ground up.
  • Art Direction
  • Brand Identity
  • Brand Strategy
  • Content Strategy
  • Content Creation
  • Copywriting
  • Illustration
  • Naming
  • Packaging
  • Photography
  • Print Collateral
  • Product Development
  • Website Design
  • Website Development
Unconditionally Loving Skincare We began the brand identity and packaging development process knowing we wanted to create a look and feel that was both reflective of the company’s ethos and demanded consumers’ eyes on shelf. We ditched neutral color schemes and foil finishes that saturate the clean beauty space and swapped them for custom floral illustrations inspired by the Hawaiian Islands. Intricate blind emboss details cover the exterior packaging to then reveal a 5-color silkscreened bottle decorated with lush leaves and birds of paradise. We want to take consumers to a destination every time they interact with Kūlia products; one that feels natural, organic, and wild grown.
High Vibration Formulas Jasmine has spent years researching and hand-selecting every organic or wild harvested ingredient in her formulas. She has taken care to select vendors that use clean extraction methods, which guarantees efficacious ingredients in their closest natural state. Kūlia formulas are free of chemicals and heavy metals, absent of GMOs, parabens, synthetic perfumes and dyes, and animal-derived ingredients. Every bottle of Kūlia is infused with amethyst and rose quartz crystals, to raise the energetic properties of the serum.
A New Standard in 'Clean' Skincare While the unboxing experience feels incredibly special, every layer of Kūlia’s packaging reflects its brand values- recyclable glass, Neenah FSC paper stocks, and soy-based inks. Conscious decisions were made every step of the way with the hope that Kūlia can empower its community to strive with them, towards a future that puts our planet first.

Photography by Jasmine & Michael Keeney