HECATE

branding and packaging for a perfume line inspired by hecate, the greek goddess.

Mission Statement

Hecate is a perfume line, based off the greek goddess of witchcraft, magic, necromancy, the night, and the moon. The collection features three unique blends, Love Spell, rose petals and vanilla; Dream Spell, lavender and sandalwood; and Luck Spell, sage and bergamot.

Target Audience

Hecate is designed for people who love a little magic in their everyday. They’re into things like astrology, tarot, crystals, and using scent as a way to set the vibe or mood. They’re creative, open-minded, and don’t see fragrance as something tied to gender, it’s all about energy and intention.

Moodboard

This moodboard is inspired by the mystical world of Hecate, her physical form, her presence, her symbols, and the rituals tied to her magic. It blends elements of altars, spells, and sacred objects, all wrapped in a whimsical yet moody color palette.

Sketches

I sketched ideas based off the moodboard, my knowledge from my research of Hecate, and what I personally know about spells.

Label & Packaging Sketches

The label idea features a simplified body form that symbolizes Hecate herself, surrounded by icons that represent different aspects of her power, and a icon that reflects the scent of each spell.

Label & Packaging Digital Drafts

I designed the body outline within a circular label format and designed the front of the packaging box, keeping the layout clean and minimal to let the type stand out.

Typography & Color Palette

The spell-inspired color palette, including soft shades of rose petal pink, lavender purple, sage green, along with black and white for balance. For typography, I chose a whimsical serif typeface for the logo and select copy to show a magical feel, paired with a clean sans-serif for the supporting text to create contrast.

Final Logo

I chose to use all lowercase letters to give the logo a softer, more approachable feel. The “t” in Hecate was redesigned with a sparkle-like crossbar to subtly hint at the magical theme. The logo is kept in white to create contrast against the dark backgrounds used throughout the brand, helping it stand out while maintaining a clean, mystical aesthetic.

Final Labels & Packaging

The final label features the simplified body representing Hecate, intentionally designed without any natural skin tones, and enclosed in a circular shape. Torn-style clothing hints at her darker side, while subtly suggesting the perfume is used on the body. Surrounding icons represent her powers, skulls for necromancy, sparkles for magic, and a scent-specific symbol, a heart for Love Spell, a moon for Dream Spell, and a four-leaf clover for Luck Spell. The front of the box mirrors these icons, paired with a clean type layout to be read easily.

Mockups

The mockups include the Love Spell, Dream Spell, and Luck Spell bottles alongside their corresponding packaging, individual and grouped ad mockups for each scent, and a preview of the mobile website, highlighting the shopping experience just before adding Love Spell to the bag.