Modern wellness rooted in ancient wisdom

Purana is a Canadian wellness brand focused on the power of functional mushrooms. Built from the ground up, this project was a true creative partnership — blending deep research with bold storytelling to help position Purana as a trusted voice in the natural health space.

From early product strategy and naming to visual identity, packaging, e-commerce, and marketing, I was involved at every stage. The result is a brand that feels clean but grounded, modern but timeless — infused with reverence for tradition and designed to meet the standards of today’s conscious consumers.

Purana’s story is one of transformation — for the brand, for the consumer, and for the wellness space as a whole.

Scope of Work

As a founding creative on this project, I wore many hats — from brand strategist to designer, copywriter to creative director. This project brought together nearly every skill I’ve developed across my career:

  • Brand Strategy — Naming, market positioning, tone of voice, and audience development
  • Visual Identity — Logo, colour palette, typography, and brand guidelines
  • Packaging Design — Labels, bottle & cap design, regulatory layout, ingredient formatting
  • E-Commerce — Shopify setup, product listings, UX-focused navigation, app integration
  • Content Creation — Product photography, lifestyle content, user-generated content
  • Copywriting — Web copy, product descriptions, packaging copy, compliance-aligned messaging
  • Marketing — Email flows, social media assets, influencer kits, campaign direction
  • Regulatory Navigation — Familiarity with Health Canada’s guidelines for natural health products
  • Art Direction — Collaborating with photographers, creators, and contractors to maintain consistency
  • Project Management — Working across internal teams and external vendors to bring it all to life

Brand Identity

Product Labels

Packaging

  • Shelf appeal meets substance.

    Purana’s packaging was designed to be as premium and intentional as the formulas inside. I led the development of the label system and packaging visuals, focusing on clarity, elegance, and trust.

  • The final packaging features recyclable PET bottles, real bamboo lids, and custom-designed silk-finish labels with bold colour gradients and high-contrast typography. Each label and formatted for shelf impact, readability, and regulatory compliance.

  • We also extended the visual language to resealable powder pouches, ensuring brand consistency across formats. From concept to execution, every detail was considered — combining aesthetics, sustainability, and storytelling into a packaging system that invites curiosity and builds confidence.

Purana in Print

  • Branded Clothing

    Custom-designed clothing featured Purana’s circular mushroom illustration and tagline,“Ancient medicine for modern health.” Worn by the team at demos and events, they served as both a uniform and a moving piece of brand storytelling. Often complimented pieces, they spark curiosity and reinforce the visual identity beyond packaging.

  • Printed Marketing Materials

    From business cards, to signage, to promotional discount handouts, Purana’s print collateral was designed for clarity and connection. Each piece carried the brand’s warm, approachable style while delivering key information — like QR codes for easy online access — to bridge the gap between in-person interaction and digital follow-up.

  • Tradeshow & Event Displays

    Event booths were styled as immersive brand spaces, featuring natural wood shelving, greenery, and a gradient backdrop that echoed Purana’s packaging palette. Informational product cards and cohesive signage created an inviting, educational environment that drew attendees in and encouraged meaningful conversations.

Documents

Social Media Guide

As Purana’s visual and verbal identity took shape, I created a detailed social media guide to help translate the brand consistently across platforms. This internal resource was built to empower future team members, creators, and collaborators to speak with the brand — not just about it.

This guide serves as both a creative compass and a practical tool — helping ensure that everything shared online stays true to the brand’s essence while remaining flexible, engaging, and human.

Marketing Content

Website

  • The Purana website was built on Shopify with a focus on clean navigation, intuitive product discovery, and a seamless checkout experience. Category organization, filters, and product pages were designed to help customers quickly find the right functional mushrooms while learning about their benefits.

  • Every page was an opportunity to deepen connection — from the about section that shares Purana’s mission and values, to ingredient pages that educate visitors on sourcing, potency, and extraction. The tone balances approachability with expertise, building trust while inspiring curiosity.

  • Strategic placement of calls-to-action, newsletter sign-ups, and featured collections guides visitors toward purchase without feeling pushy. Responsive layouts, engaging photography, and optimized load times ensure the site performed beautifully across devices, supporting both first-time visitors and returning customers.

Ask us about our magic mushrooms campaign

  • This cheeky campaign was designed to turn heads and spark curiosity — tapping into the buzz around “magic mushrooms” while flipping the script to spotlight what really sets Purana apart: potency.

  • With playful copy and bold typography, we leaned into the double take. Shirts and signage read: “Ask me about my magic mushrooms” — followed by a wink: “Sorry, not that kind of magic.”

  •  On the back, the true magic is revealed: organic, concentrated, dual-extracted, 100% fruiting body — the stuff that makes Purana powerful. The campaign was a hit at events and pop-ups, creating instant conversation.

Photography