We live in a world where pharmaceuticals are the first answer to stress and anxiety — while decades of clinical evidence on medicinal herbs sits scattered across fields that rarely talk to each other.
Working with CrowdDoing’s volunteer researchers, I read deep into the science — trials showing lemon balm easing mild-to-moderate anxiety by 15–42% within two weeks, and ashwagandha cutting perceived stress by nearly 40% over 60 days. The evidence was real. What was missing was a front door: an identity people could trust, and an experience gentle enough to ask a stranger about their stress, anxiety, or depression.
I built the brand and mapped the entire experience — a stamp-framed flower mark that feels both handmade and official, the website and one-question survey that welcome people in, and the flowcharts that carry a first-time visitor all the way to citizen scientist.
Every box in those flows is a moment of trust: an onboarding that asks for your age, height, and area of focus without feeling clinical; a homepage that leads with a recipe of the day, not a diagnosis; remedies organized from foods and oils to meditation and walking trails. The final diagram closes the loop — connecting what users report in surveys to what they actually order at Farmacy Food, turning every lemon balm drink into a data point.
Final Thoughts
This project changed how I think about design. The research convinced me the herbs can work — but evidence alone changes nothing. People act on what they understand and trust, and that is a design problem.
From the stamp on the logo to the last box on the flowchart, my job was translation: turning a 600-milligram clinical dosage into a drink someone happily orders twice.
Next projects.
(2016-26©)
