How to navigate conflicting client directions in sustainable skincare branding?

[Natalie.S]

I'm a freelance designer working with a new client on a complete brand identity design for their sustainable skincare line, and while we've aligned on a core concept of 'gentle efficacy,' I'm hitting a wall translating that into a cohesive visual system that feels both premium and authentically eco-friendly without resorting to overused clichés like leaves or generic sans-serif fonts. The mood board is full of conflicting directions from the client, and every logo draft I present seems to either look too clinical or too whimsical, failing to strike that delicate balance. For designers who specialize in branding, how do you navigate the early, ambiguous stages to crystallize a brand's essence into a definitive visual direction? What questions or exercises do you use with clients to move beyond subjective preferences, and how do you systematically develop the logo, color palette, and typography to ensure they work harmoniously across both digital and physical touchpoints?