RUACH
The objective for this project was to develop an elevated brand identity for an inexpensive object that had an opportunity for a packaging upgrade. I purchased a $2 ceramic heart ornament and developed RUACH, a Christian brand that sells handcrafted ceramic décor and donates 10% of its proceeds to help the Samaritan's Purse fund missionary trips.
Deliverables
Target Audience- The Homemaker
Demographics
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Age: 32-38
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Gender: Female
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Location: Suburban South or Midwest
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Relationship Status: Married with 1–3 children
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Ethnicity: White or Hispanic
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Income: Household income $75,000–$120,000
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Occupation: Stay-at-home mom, creative, teacher, or small business owner
Needs
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Brand that align with her
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Christian values Purchases that make a Kingdom impact
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Artisan home decor that makes a statement
Behaviors
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Shops in-store for more ideas for decor
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Will pay more for purpose-driven brands
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Creates Pinterest boards for room styles
Psychographics
Interests
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Bible study groups
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Devotional time
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Hosting small dinners
Values
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Living a Godly-lifestyle
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Building a comfortable home
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Stewardship and generosity
Attitudes
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Views gifting as a ministry
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Believes her home should feel peaceful and Spirit-filled
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Sees decor as a reflection of her testimony
Target Audience- The Faithful Creative
Demographics
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Age: 19-24
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Gender: Female (primarily); includes male buyers
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Location: Urban cities
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Relationship Status: Single or dating
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Ethnicity: Multicultural
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Income: $25,000–$55,000
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Occupation: College student, barista, social media coordinator, creative freelancer
Needs
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Brands that give back
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Small but impactful faith-filled pieces
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Thoughful gifts for friends and family
Behaviors
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Affiliates with a young adults group
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Attends church and campus ministry
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Supports brands with social impact
Psychographics
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Interests: Worship nights
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Creative expression
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Mission trips
Values
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Authenticity
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Christian community
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Sustainability and handcrafted goods
Attitudes
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Views purchases as extension of identity
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Wants faith to be reflected into everyday life
Brand Identity
RUACH's color palette was to set a tone of peace, yet match its word's other definition, meaning breath. This is seen in Genesis when God created Adam in the Garden of Eden and breathed life into his creation.
The typography is a slab-serif headline to add more formality to the brand paired with sans serif fonts to add modernity. The type selections were also centered around the pre-existing typewriter font on the ceramic ornament, which would hypothetically be on RUACH's other products.
Logo
The concept behind the logo design is that RUACH is a Hebrew word meaning spirit, which I represented with praying hands encompassing a flame, or a manifestation of the Holy Spirit. This is seen in instances like Moses encountering the burning bush on the mountain or tongues of fire resting on Jesus's disciples. The flame also paired with the process of baking clay for the ceramics to harden.
Package Development
Mechanical Dieline
After developing several concepts for my packaging design I proceeded with a wavy "breath-like" style which I refined further to be a giant, semi-deconstructed fingerprint. I was inspired from Genesis when God formed Adam from the ground, or clay, in the Garden of Eden and my reasoning behind this was to show that God's fingerprints are all over his creations much like the potter's fingerprints are over his or her creations.
Product Photos
Landing Page
