Bloem & Moi Brand Identity

What started as a brand refresh conversation turned into ideas for a business centred around the founder's core beliefs. Leveraging her wisdom and passion, we envisioned a premium, eCommerce-driven hemp & CBD brand designed for women, by women, and locally produced in Amsterdam. The (re)launch features a proprietary line of hemp-based, hand-crafted teas.

I collaborated closely with the strategist for the identity creation and the owner to bring the brand to life.

ROLE: Designer
AGENCY: N/A
CLIENT: Bloem & Moi

Strategy & Naming

Our goal was to establish a premium, self-care brand that would be French born, and Dutch grown.

Through language response testing in focus groups, we discovered positive associations with plants, growth, and the idea of blooming as a journey to self-discovery. ‘Bloem’  (meaning ‘flower’ in Dutch) and ‘Moi’  (‘me’ in French) were chosen to reflect the brand’s focus on the role of plants in nurturing the self-care journey of its customers.

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Identity & Packaging

We aimed for a botanical and organic identity that felt accessible and friendly while maintaining a premium aesthetic. The logomark is an infusion of the Seed of Life (sacred geometry) symbol and a stylised cannabis leaf, capturing the brand's essence. Simple tags were designed to be tied to glass bottles, in-line with the hand-crafted tea experience.

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Team

Strategist: Amy Brown

Selected Works

adiClub Days SS/FW25Visual Identity & Toolkit

"Ask Me How It Works" Book MerchMerch Design

adidas Holiday FW24/SS25Global & EU Digital Campaign

Nike Styling Ethos SP24VMS Trend, Styling & Hype Film

Forum SS22Global Digital Campaign

adidas Terra LoveDigital DTC Campaign

For the Mountains FW21Global Digital Campaign

Mobilise Campfire RolloutSocial Campaign

Bloem & MoiBrand Identity

Desperados PlayBTL Activation

Heineken Modular DisplayRetail Concept

OK GooglePress Launch Event

©   2026   Jessica Walker

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