OxiBotanica - Where Science Meets Soul
OxiBotanica is a botanical wellness brand combining clinical research and natural ingredients to deliver high-integrity, plant-based formulas. The design goal was to create a cohesive brand identity and digital presence that aligns with the live oxibotanica.co.za experience - conveying credibility, emotional resonance, and a premium, calming shopping journey. My role included full branding (logo, visual system, packaging) and end-to-end UX/UI for the e-commerce platform.
DISCOVERY
The brand needed to harmonize science and emotion — showcasing credibility while evoking warmth and trust. Research revealed a growing desire for personalized, clinically backed wellness supported by clean visuals, natural tones, and simplified supplement routines.
BRAND GOALS
The goal for OxiBotanica was to create a brand that feels both scientifically credible and emotionally nurturing. It needed to communicate trust through clinical integrity while expressing the warmth and vitality of nature. Every element - from logo to website flow was designed to evoke calm, inspire confidence, and make wellness feel intuitive, personal, and beautifully simple.
TARGET AUDIENCE
OxiBotanica was designed for health-conscious individuals seeking natural remedies supported by science. This audience values transparency, quality, and ease, preferring thoughtfully crafted products that fit into a mindful lifestyle. They’re looking for wellness solutions that feel trustworthy, aesthetically refined, and aligned with their personal rhythm of self-care.
RESEARCH & INSIGHTS
Research revealed that modern wellness consumers are drawn to science-backed authenticity paired with a sense of calm and connection. Visual analysis showed a shift from overly clinical or purely “natural” aesthetics toward brands that balance both transparent, minimal, and emotionally resonant. Insights also highlighted the growing appeal of simplified supplement routines and personalized wellness journeys, guiding OxiBotanica’s focus on clarity, harmony, and tailored experiences.
BRAND IDENTITY
Logo Concept: The primary mark integrates the “O” in Oxi with a stylized botanical form, evoking both a flourishing plant and an uplifting breath of life. Its upward-reaching, organic lines symbolize vitality, growth, and the brand’s deep connection to nature. Paired with the clean, modern wordmark, it creates a harmonious balance between natural wellness and scientific credibility, while remaining versatile for use across packaging and digital touchpoints.
PACKAGE DESIGN
Every product label follows a clear hierarchy, starting with the product name, followed by its key benefit, and then a short supporting description. For example, Oximune is presented as a botanical blend for immune resilience, with the line “Formulated to modulate the immune system, support gut health, and restore balance.” The visual design incorporates minimal herbal illustrations, such as moringa leaves and sceletium stems, alongside soft gradients to suggest flow and vitality, and an icon system to highlight product benefits like immune support, sleep, energy, and mood.
KEY AUDIT INSIGHTS
CHALLENGES
user-friendliness
User-friendliness was central to the redesign, focusing on clarity, calm, and ease of navigation. The website’s structure was simplified so users could quickly find blends that matched their needs, supported by consistent layouts, clear hierarchy, and gentle interactions. Visual cues, benefit icons, and concise product descriptions made information easy to absorb, while responsive design and a guided wellness quiz ensured a seamless experience across all devices.
SUMMARY
The OxiBotanica project brought together science, nature, and design to create a brand that feels both credible and calming. Every detail from packaging to digital flow was crafted to make wellness feel intuitive and personal. The result is a cohesive, premium experience that inspires trust, encourages mindfulness, and positions OxiBotanica as a modern, science-backed wellness brand with soul.
