Initially I did some generic research around crystals and decided to focus on their psychic powers.
 From that I came up with an illustrative concept and tagline based around the kind of graphics you see on tarot cards in psychic readings.

I worked on a few different illustrative elements which could be utilised across print and digital to create an omnichannel campaign, and then came up with the strapline 'check your chakra'. I animated the illustrative elements for the social stories, created GIFs for the emails and then used them across the carton design.

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