WHEN ANXIETY BENDS, CALM RESTORES.

Serena Cbd

I developed the graphic concept based on the abstraction of the circle as a symbol of emotional balance, represented through three visual states that directly reference the varying levels of emotional intensity a pet may experience in situations of fear or stress.

Each level (Soft, Balance, Plus) begins with a progressive deformation of the circle, which I used as a visual metaphor to express the animal’s emotional transformation—where each disruption caused by fear is visually manifested in the shape of the circle.

Art Direction
Visual Identity
Packaging

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To build the visual identity, I worked with a soft pastel and gradient color palette that reinforces the product’s calming nature. The art direction follows a minimalist and functional approach, aiming to communicate trust, scientific rigor, and care. I chose an elegant serif typeface to convey a pharmaceutical and technical tone without losing emotional closeness, and I used negative space as a key resource to enhance the feeling of serenity.

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