Based in Newfoundland and Labrador, Canada, Beautiful Rock is a grassroots company dedicated to producing quality, handcrafted natural care products. The products contain carefully selected natural ingredients, often sourced locally, in an effort to move away from the use of potentially harmful, synthetic ingredients found in so many modern-day cosmetics and household goods. Designed to reflect Beautiful Rock’s product and mandate, Newfoundland Canada-based Target created a logo and packaging that incorporate the contrast of a soft, pastel color palette against original, hand-drawn, black ink illustrations by Rachel Wilson. Featuring a variety of whimsical sea creatures, these illustrations reinforce the brand’s creativity and eco-friendly values and speak to the natural world where local ingredients like Newfoundland sea kelp are harvested.