Work · 01 / 05
The Art of Soulfulness
A new spiritual-wellness brand and its first product: a gold-foil oracle deck made to be kept for years.
- Role
- Brand designer & illustrator (sole designer)
- Client
- Stella Habib, founder of The Art of Soulfulness
- Timeline
- May 2025 – March 2026
- Scope
- Brand identity · 52 card illustrations · 158-page guidebook · Rigid box · Print files
- Status
- Published boxed set · ISBN 978-1-0696488-0-8
Problem
A brand and a product, from zero
Stella was launching a new company and its first product at the same time. Both needed to feel sacred and timeless, and the deck had to be as beautiful to experience as it was functional to use.
Solution
One system, from logo to foil
I designed the identity first, then built the deck, the guidebook and the box from the same symbols, so every piece reads as one family.
Result
A published ceremonial object
The Golden Wildlife Oracle launched as a boxed set with its own ISBN, available through theartofsoulfulness.com.
The brief
The Art of Soulfulness makes reflective tools for intentional living. Stella came to me with a name, a vision and a first product in mind: an oracle deck of animal messengers, written by her, with a guidebook to go with it.
She needed a brand that felt ancestral and intentional rather than mystical clip-art, and a deck people would display, gift and keep for years.
Brand identity
The name asked for something ancestral and intentional, not mystical clip-art. We looked to classical ornament, symbols that have meant growth and renewal for thousands of years, and drew a mark that feels like an heirloom: part crest, part crown, part flower.
- a.
The anthemion
An ornament from classical Greek and Roman art, modelled on the honeysuckle and the lotus. Its inward-curving petals stand for the inner journey: reflection, intuition, coming home to yourself.
- b.
The palmette
Its outward-curving petals answer the anthemion, for the outer journey: how we show up in the world. Together they make a mark about duality held in balance.
- c.
The spirals
At the base, spirals turn inward and onward, a reminder that the spiritual path is ongoing, never finished.
- d.
The circles and stars
Small solid circles and four-point stars evoke the cosmos: cycles, timing and guidance from something larger.
- e.
The crown
The scalloped frame gives the whole mark the outline of a crown, sacred embellishment that makes it feel precious, like a seal on something worth keeping.
Primary
Horizontal
Mark
The brand in use
Every lockup carries the tagline, reflective tools for intentional living, so the brand explains itself wherever it appears. The mockups below show how the identity carries across stationery, packaging and the web.
Business card mockup.
The identity on theartofsoulfulness.com. The website was built by The Art of Soulfulness; it is shown here only to illustrate the brand in use.
The logo on the drawstring pouch made for the boxed set. Photos courtesy of The Art of Soulfulness.
The deck
Fifty-two animal messengers, each with a message for the soul: the toucan asks you to reclaim your joy, the swallow to find your freedom. I drew every animal in one fine, single-weight line so the deck reads as one hand, and set each inside the same circle of stars, so the cards work as a family when they are spread out on a table.
Five of the 52 cards, shown as printed: gold foil on warm white.
Guidebook & packaging
The 158-page guidebook gives every card its own spread, with a reflection and practices for the mind, body, soul and space. I designed and typeset the full book so it reads like a companion, not a manual.
The rigid keepsake box carries the logo, the star pattern and the foil, so the set feels like a gift before it is even opened.
Process
The brand began as a single proposal sheet in May 2025, so Stella could see the whole world at once before we committed to it.
From there the deck went through three rounds of card design. The biggest challenge was balance: keeping the extensive fine gold-foil detailing beautiful while making the set easy to shuffle, read and use, a ceremonial object as beautiful to experience as it is functional.
Result
The Golden Wildlife Oracle is now a published boxed set with its own ISBN. Building the brand and its first product together meant every identity decision was tested on real objects: foil, paper, a box in the hand.
Next, the same system is ready to carry the brand into new decks, journals and gifts without starting over.
Photography courtesy of Stella Habib, The Art of Soulfulness.
Shop the Golden Wildlife Oracle at theartofsoulfulness.com ↗