The brand is business to consumer, selling skincare products in a range of department and beauty stores, as well as online. Their consumer is health-conscious and values wellness, both of the body and the mind. The price point is mid to high range, with a luxurious but attainable feel.

The primary logo features a softened serif font, exuding a balance of elegance and playfulness. In place of the two letter "o's" in the logo, we have used illustrations representing flower petals to allude to the "bloom". As the brand takes influence from coastal vibes, these illustrations, also functioning as the logomark, are evocative of seashells.

The primary color palette features a bright cool-toned green as well as white and cream tones, reminiscent of nature at it's brightest and most relaxing. The brand's designs rely heavily on imagery, including natural imagery and clean, refreshing brand photos with models and skincare products.