13th Mirror
Turns a deeply personal product line into a brand, package, and storefront that all feel like the same thing.
Keona
Founder, 13th Mirror
13th Mirror is an herbal wellness brand: teas, yoni steams, and body care built from traditional plant medicine. Keona came to me with a name and a product idea. I built the brand, the product line, the packaging, and the site around it.
Keona came to me with a name and a product idea: herbal wellness rituals rooted in traditional plant medicine. I built the rest from there: the brand identity, the product line, the packaging, and a fully custom storefront connected to Shopify on the backend, then stayed on as her ongoing partner for the ecommerce brand and the marketing materials around it.
The brand had to hold two things at once: intimate enough that someone trusts what they're putting on their body, and put-together enough to feel like a real company instead of a one-person shop. I built the visual identity first, a color and type system warm enough for a ritual product, structured enough to carry packaging, social, and the site without falling apart. Everything downstream, the labels, the containers, the storefront, grew out of that same system instead of getting designed one-off.
Challenge
Make a deeply personal, ritual-based product line feel trustworthy the second someone lands on the page.
Yoni steams and herbal teas sit in a category most brands get wrong. Too clinical and it feels like a doctor's office. Too soft and vague and it feels like something you'd be embarrassed to have show up on your porch. We needed the brand and the storefront to land in the narrow space between those two: warm enough to trust, direct enough that nobody has to guess what they're buying or feel weird buying it.
Solution
Built the brand, labels, and packaging alongside a fully custom storefront, so 13th Mirror looks like one connected system instead of three separate projects.
I built the visual identity first, then let the packaging and labels grow directly out of it. Every product's label carries the same type and color system as the site and the brand itself, so nothing feels like it was designed separately. For the containers, I researched and selected eco-friendly packaging that could actually hold up to shipping and everyday use, not just look good in a product photo, then managed the packaging and printing production end to end to get the physical product line ready.
The storefront itself is fully custom, built in Framer and connected to Shopify on the backend, so Keona can add products, edit listings, and handle customers the same way she already knows how, while the actual design isn't limited to a Shopify theme. I'm also handling SEO now as we get ready to launch. This is an ongoing partnership. I run the full stack for 13th Mirror's ecommerce brand, from the brand and packaging to the site and the marketing materials around it.
Result
Launching soon. Brand identity, packaging, and storefront are in final pre-launch prep, with the ecommerce backend already live and ready for Keona to run day to day.
13th Mirror hasn't launched yet, so this section fills in with real numbers once it does. The two stats below are what we'll actually be tracking from day one.
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