FREYJA reimagines the traditional vanityas a space for self-love and ritual, challenging a culture that equates women’s worth with youth and unrealistic beauty standards.

FREYJA replaces critique with care, and reframes aging notas something to resist, but as something to embrace and honor.

Why?

Throughout history women have been expected to adhere to detrimental beauty standards, asking them to be smoother, smaller, and to somehow appear as if they never age.

In a modern culture that is controlled by social media and constant digital visibility, weight-loss drugs and plastic surgery are becoming normalized at increasingly younger ages.

What happened to embracing the beautiful nature of growing old? It seems young women do not look like their grandmothers anymore.

Natural walnut finished with tung oil will age and lighten over time, becoming more beautiful as it ages with its user.

Foil

Wood

The foil is intentionally not fully reflective, preventing the user from clearly viewing themselves. True beauty comes from within.

The silvery appearance is reminiscent of glimmeringgrey hair acquired with age.

The organic form of FREYJAis an ode to the curves and softness of feminine bodies.

Form

Illustration

Illustrations in the foil reference female reproductive organs and milk ducts, a reminder that feminine bodies have the incredible ability to create and sustain life.

Scroll through prototyping process below.

Brand Identity

Freya (Freyja) is the Norse goddess of love, sexuality, beauty, and war. She has long been regarded as a role model for women, pushing female autonomy in times when women held little to no power. Freya’s femininity is a reminder to lean into self-love and to stand strong in times of adversity.

The branding of this altar reflects the qualities of the goddess— bold and fierce, yet feminine and enchanting.

Hand drawn logos, typography, and illustrations inspired by Art Nouveau fit the elegant and authentic energy of FREYJA.

Logo evolution

Fleshy, warm tones compliment deep blue-grey shades, creating a natural and versatile color palette.

Poster designs for final exhibition.

Thank you to Big Thief, Adrienne Lenker, and of the remarkable women in my life for inspiring this project.

Lyrics from Incomprehensible by Big Thief

"I'm afraid of getting older, " that's what I've learned to say
Society has given me the words to think that way
The message spirals, "Don't get saggy, don't get grey"
But the soft and lovely silvers are now fallin' on my shoulder

My mother and my grandma, my great-grandmother too
Wrinkle like the river, sweeten like the dew
And as silver as the rainbow scales that shimmer purple blue
How can beauty that is livin' be anything but true?

So let gravity be my sculptor, let the wind do my hair
Let me dance in front of people without a care
Let me be naked alone with nobody there
With mismatched socks and shoes and stuff stuffed in my underwear

Incomprehensible, let me be.

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