Brand and campaigns · Aurum Apotheca

Aurum Apotheca identity

A botanical mark, from strategy to file.

The aurum apotheca logo proof board as a framed print on a sage surface
Client
Aurum Apotheca
Role
Brand strategist and designer
Scope led
Strategy, concept, logo system, delivery files
Deliverables
Wordmark, botanical mark, type, packaging application

A small apothecary brand needed an identity that felt considered and could grow. I handled strategy, concept and logo design from beginning to end: wordmark, botanical mark, type choices and a first application.

Brand strategy, concept development and logo design by Will Mosley for Aurum Apotheca.

The line drawn botanical mark with the aurum apotheca wordmark below it

01

Start with the name.

The wordmark carries the brand's balance of gold and green. Letter spacing and weight were set before any symbol was drawn.

The proof board flat: mark, dark label lockup and the two typefaces

02

A mark that can stand alone.

The botanical mark works at label size and as a stamp. It was designed to survive being small.

Up close

Considered at every size.

The wordmark is lower case Libre Baskerville italic, set under the mark.
The wordmark is lower case Libre Baskerville italic, set under the mark.
The botanical is drawn in one line weight so it prints at any size.
The botanical is drawn in one line weight so it prints at any size.
On the dark label lockup the wordmark reverses to white above a thin rule.
On the dark label lockup the wordmark reverses to white above a thin rule.

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