Together with the Pura Mente team, we established a series of qualities that the brand should communicate to its target audience: Calmness, transparency, wisdom and well-being. After a sustained search, we defined the presence of illustrated plants, the use of negative spaces to give a certain sensation of «air», a soft color palette, and a minimalist imprint that manifests itself in the limited addition of resources. The visual concept was ultimately transferred to each of the posts on Instagram, and in harmony with the layout of the feed.