Client: Epione | Role: Art Direction, Brand Identity & Packaging Design, Illustration | Creative Direction: Maxine Goynes | Agency: Equal Parts Agency

Objective: Develop a new visual identity and packaging for a renowned high-end holistic spa owner known for her transformative treatments. With future expansion in mind, we proposed introducing an in-house product line inspired by the luxurious oils used throughout her practice and frequently praised by clients.

Epione is a concept massage oil brand named after the Greek goddess of soothing pain and healing. The identity centers around a custom illustration of calla lilies, symbolizing beauty and rebirth—the feeling we hope clients experience through scent and ritual. An earthy, grounded color palette supports the brand’s connection to nature, healing, and sensory luxury.

Portrait photography shown is used for concept and placement only.