The Willing
Mother Natures Helping Hand
Details
The Willing is a modern skincare brand rooted in the philosophy of gentle, intentional care. Specializing in coconut-based botanical formulations, The Willing blends naturally active ingredients like aloe vera, activated charcoal, lavender, and rose oil to create products that nourish both skin and spirit. With a commitment to purity, sustainability, and transparency, the brand delivers nature-backed solutions designed for everyday rituals.
Services
Branding
Packaging
Year
2023
Partner Studio brought in to develop The Willing’s brand identity and foundational storytelling. The result is a refined and tactile visual language that communicates trust, softness, and natural efficacy. From packaging systems to digital collateral, the brand system positions The Willing as a thoughtful and elevated presence within the clean beauty space—where skincare is both science and ceremony.
At the heart of The Willing is a deep respect for the generosity of the natural world. Guided by the belief that less is more—and that nature often knows best—the brand formulates with restraint and care, using only what’s necessary to support healthy, balanced skin. This philosophy is captured in the brand’s tagline, Mother Nature’s helping hand—a quiet promise to always choose ingredients and practices that nurture, never disrupt.
Credits
Creative Direction
Jimmy Muldoon
Motion Design
Jimmy Muldoon
Design
Jimmy Mudoon
