Hilalma
2023 | Wellness
Naming
Brand Strategy
Visual identity
Social media graphics
Packaging
Copy
Hilalma’s mission is to create scents and olfactory experiences designed to spark happiness through well-being, satisfaction, tranquility, and a sense of familiarity in everyday life. The brand conveys empathy, care, and kindness in every interaction with its audience. Additionally, Hilalma extends its expertise to crafting fragrances for other businesses and startups.
The scent of happiness: Hilalma is a gallery of olfactory experiences designed to evoke well-being and make moments even more special.
Concept
Hilalma envisions happiness as the key ingredient of well-being, moving away from the monotonous, minimalist, and flat aesthetic that has dominated wellness brands. Instead, it embraces color, dynamism, and even humor—balanced in a way that maintains its elegance and premium character.
Project challenges
The goal was to find a name with a similar sound to the previous one (Alaia), easy to pronounce in Spanish, and with a high likelihood of trademark registration.
The brand sought to break away from the typical wellness industry standards—dominated by beige tones, a calm and zen personality, and minimalism as the main aesthetic. Instead, it aimed for a more vibrant and emotional visual identity.
Additionally, it was essential to establish a clear and strategic creative concept that would serve as the foundation for the brand’s present and future communication.
Visual assets showcased in this portfolio include images provided by clients and their collaborators, intended to complement the artistic and conceptual direction of each project. All rights to these images remain with their respective creators.
