Of the Earth:
My Girlfriend is a Witch Kit
Of the Earth is a metaphysical brand that sells a variety of items from crystals to tarot cards. The brand, instead of being dark and foreboding, is bright and inspired by 1980’s-1990’s color palettes and illustrations. Their bright and lighthearted personality ties well into this 7 item kit that I developed.
This kit is inspired by all of the light-hearted television comedies from the 90’s about witches living in the modern age. The story of this kit follows a young man who is moving in with his girlfriend into her apartment. As he is moving in, he notices a lot of unusual objects around the apartment and decides it is best not to ask questions, but rather wildly speculate what these objects could possibly be for. His girlfriend notices him looking at her objects for witchcraft and decides to put together a small kit of some of her favorite items of practice for him to learn her practice.
One of my goals for this project was to use a variety of styles of packaging ranging from complex pop-open boxes to sticker labels. Each of the boxes provides insight into the objects inside by providing a brief description of the benefits of each item.
When finding the illustration style, the challenge was to create something that felt inline with the time period I was focusing on for inspiration. I took a major inspiration from the illustrator Keith Haring, focusing on similar color palettes and his use of thick bold lines, which ended being one of the biggest challenges of this project: How do you depict something that is normally darker and dainty into something bold and full of saturated color?
One of the other challenges was finding a way for each item to have a distinctive look, while also feeling like a system which belonged together. I achieved this through the use of bounding boxes which grounds each illustration in its designated panels.
For the main housing container, I wanted to elevate a prebuilt box to add a bit of a homemade feeling to the whole package. the box is hand painted to resemble the brand identity of Of the Earth, with a few handmade touches and finishes. Each item is carefully placed into the box and supported by a shredded paper material, which also elevates the project with a premium packaging item.