The care ritual that moves with you from sun up to sundown.

Services

Brand Strategy
Brand Story
Brand Identity
Packaging
Copywriting

Client

Hula

Hula wanted a Christmas gift that reflected an industry that could do with a little self-care. We wanted something that didn’t feel excessively celebratory, but still would be treasured, that allowed us to flex our creative muscle and would work as a consistent option for our whole client base.

  • Care is a universal language and a powerful design principle. Our idea was to embrace and amplify the simplicity inherent in the name – ‘The Care Package’ – and allow our clients and agency peers to feel a precious moment of self-care, regardless of whether they were established enthusiasts or first-time triers. It was our vision to deliver an elegantly undemanding package that felt luxurious and provided relief and relaxation at each arc of the day.

  • Alongside Aotearoa-based skincare brand Koko Body, we co-created The Care Package, a limited-edition set of botanically inspired products designed for use from sunup to sundown.

    Product formulation & selection: Each item was chosen for its sensory and emotional quality - natural textures, subtle scents and purposeful intent.

    Packaging & presentation: Refined, minimal and tactile - every detail considered to create an elevated, cohesive experience. Each of the ‘moments’ had an associated metallic, which was the hero colour: rose gold for dawn, gold for midday, copper for dusk and silver for the evening moon. 

    Design language: Simplicity in tone, elegance in form. The metallic pops of colour, typography and materiality reinforced clean, calm, care at every touchpoint.

    Narrative flow: The four products created a daily ritual, a quiet design story that unfolds from dawn to dusk. Even the master graphic featured a silver arc of the sun & moon through a day’s travel, with four care stops along the way to mimic use.

  • Awarded Silver at the Best Design Awards (Graphic > Self Promotion) for its craft and conceptual integrity and celebrated as an example of thoughtful design that balances beauty, restraint and emotional resonance.

    This reinforced Hula’s position as a studio capable of creating meaningful, experience-led design that connects people to ideas.

    Enduring impact: A year on, The Care Package continues to represent our belief that good design doesn’t just look good; it makes people feel something.

White card with embossed text 'The Care Package' and a curved line with four embossed circles.
A framed infographic with the text 'Sunup to Sundown Self-Care' and a semi-circular timeline with colored dots.
A bottle of morning face mist spray with white label, casting a shadow on a white surface.
A white jar labeled 'DAY' with a gold circle, an open small container with yellow cream inside and a swatch of yellow cream on a white surface, casting shadows.
Bottle of evening body oil with droplets of oil on a white surface, shadow cast behind the bottle.
Several small white bottles arranged on a light surface, casting long shadows from sunlight.
A table with various bottles of essential oils, some with droppers and small containers, with two hands reaching for bottles.
Stack of informational leaflets or brochures on a white surface, with some shadow and sunlight.
Minimalist graphic with white background and small, textured circles in tan, cream, orange and gray connected by thin white lines. Text in the center reads 'Sunup to Sundown Self-Care' in white.