Jade and Jo is an organic food and beverage brand for women struggling to conceive.

I built the visual identity system around the Ampersand — a logo that doubles as a swaddled infant. I then balanced bright and hopeful colors with earthy tans to create a warm yet feminine color story. I carried the bright tone into an optimistic photography direction with each woman looking hopefully toward the future.

As part of designing packaging for teas and nutrition bars, I also assisted with product naming. We named each product line to give the feeling of active, forward momentum.