This was the inaugural project of my tenure as CD of my studio, The Bad Collective. Spirit Shop was a new women's wellness store and community center opening a storefront in Brooklyn in 2017. They wanted a brand that felt both retro and current, and spoke of femininity without being cliche. We built a brand that centered around inclusivity (particularly around including non-white and non-cisgendered women and transgendered men) and visuals that felt feminine without directly referencing any female body parts or tropes. Spirit Shop specializes in alternative medicine, and customer education is a big part of their business. We gave them an educated but direct brand voice that would make their customers feel comfortable, and designed information delivery systems that felt academic but accessible. Retro type and soft colors gave their digital storefront and materials a soft, tactile feel. Amoebous illustrations hinted femininity without obviously imitating any female body parts that would indicate a cis-woman's body. We also were directly involved in production, working with Becky Carter Studios to develop the physical store, designing the website and web store, and designing all packaging, signage, and marketing materials. We also produced all product and marketing photos and built a mini studio beneath the store where they could shoot their own product photography. We were brought on to the project pretty late, so we accomplished all of this in only seven weeks.