States — Xygarathma

Mindvalley States is a five-part mood support system that pairs a premium supplement line with a companion app to help users transition into specific mental and emotional states. I contributed to the brand identity, packaging system and launch campaign, designing across physical and digital: including packaging, social media, advertising, in-app visuals and motion content to create one cohesive brand experience.

Impact

2,000

orders in the first month following launch

20%

repeat purchase rate

92%

satisfaction rate from pilot testers at Mindvalley U

Successfully launched

a cohesive brand spanning packaging, digital experiences and physical activation

States launch video

States launched with a cinematic advertising film, where I contributed to the art direction and visual development. Shot against a curved LED backdrop, the campaign created an immersive environment to represent the different states. We extended the same set into a photography series, building a cohesive visual system across the campaign.

Balancing wellness and science

The biggest creative challenge was finding the balance between wellness and science. We wanted States to feel premium and trustworthy without slipping into the sterile, clinical language often associated with supplements, while also avoiding the loud, recreational aesthetic common in the category. The solution was a flexible design system built around bold signature colours for each mood state, clean typography, generous white space and a distinctive hexagon motif representing the six human states, your current one and the 5 States offered by the company.

This visual language extended beyond the packaging into photography, motion and the companion app, ensuring every touchpoint felt connected. To support the launch, we also art directed a cinematic campaign featuring custom photography and a curved LED backdrop, creating expressive imagery that captured the unique emotional tone of each state.

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Experiential Launch

To launch States, we created an immersive experience room at Mindvalley U where attendees could choose a capsule and be guided into a space designed around that mood. Each room combined ambient lighting, scent, spatial audio and guided movement to bring the feeling of each State to life, turning the brand into something people could genuinely experience rather than simply see.

The biggest challenge was trust. Asking people to take a capsule before entering an enclosed room could easily be misunderstood, so every part of the experience—from the signage and facilitator scripts to the lighting and pacing—was carefully designed to feel safe, welcoming and premium. The result felt less like a product launch and more like stepping into a wellness sanctuary, giving people a memorable first encounter with the brand.