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Terra Belle – Brand Identity & Strategy

Terra Belle is a wellness brand created during the Winter 2025 semester at SAIT in the Visual Communication course. Our goal was to design a brand that showcases sustainability, transparency, and ethical sourcing in both visuals and messaging. Terra Belle embodies calm, clarity, and balance. Its identity draws from nature and modern minimalism, creating a grounded yet forward-looking presence.

This project was a team effort by Angelo M., Kevin K., Mariam Y., Leesa P., and me. I led the team as Project Manager, ensuring a smooth workflow, managing schedules, and guiding our creative direction. Communication and collaboration were supported through MS Teams and FigJam, while design execution was completed using Adobe Illustrator, Photoshop, and InDesign.

Problem & Strategic Direction

Many local wellness brands offer great products but lack a strong visual identity. Their messaging often fails to express key values like environmental responsibility and ethical production. This gap can harm brand trust and recognition.

Terra Belle solves this problem with a soft, nature-inspired design and a clear brand voice. Our team created messaging, visual structure, and brand assets to deliver a trustworthy and emotionally resonant experience.

  • My Role
    As the Project Manager, I led the team in setting direction, managing deadlines, and organizing collaboration. I also contributed to research, conceptual development, mockup design, and the creation of final presentation and report materials.
  • Team Collaboration Tools
    MS Teams (communication & scheduling), FigJam (concept planning, task mapping)
  • Design Tools
    Adobe Illustrator, Adobe Photoshop, Adobe InDesign
  • Deliverables
    Brand identity system, product packaging mockups, promotional material templates, and a visual communication strategy guide

Takeaways

This project was a valuable experience in leading a team and building a consistent brand system from concept to execution. It strengthened my ability to balance creativity with organization, and taught me how thoughtful research and clear visual strategy are essential for meaningful branding. I also learned how design decisions—such as typography, layout, and color—can influence the way a brand is perceived and trusted.

Project Team

Attributions and References