Sacred Space

Sacred Space is a spiritual wellness brand — candles, ritual packs, and experiences built around provenance, intention, and care. I joined founders Jessica Ince and Dickie Cohen in June 2020 for an in-person brand kick-off, and from there developed everything: strategy, positioning, visual identity, packaging, and web design.

The brand needed to live in the overlap between luxury gifting and spiritual practice — premium enough to sit alongside Aesop or Bamford, personal enough to feel like it came from people who genuinely believed in what they were making. Two style directions were explored — 'minimal' and 'symbolic-boho-chic' — before the brand committed to an identity built around a mandala/tree emblem that iterated through nine versions before it was right.

The strategy work was detailed: vision, mission, values, tone of voice, and two full customer personas — 'Victoria' and 'Nicola' — with demographics, lifestyle habits, and shopping behaviour mapped in depth. Good brand work always starts with a clear picture of who you're talking to.

One of the most interesting creative decisions was a 'provenance score' on every product: a concrete mechanism that rated how far each ingredient had travelled, how it was sourced, and its environmental impact. It was an unusually honest and specific commitment for a wellness brand, and it gave the brand something real to say — not just a feeling, but a standard.