Plantiful Apothecary
Design Study
Rebranding from beginning to end
Create a new logo and visual system for a chosen local product-based company that is in need of a brand redesign. A brand redesign will allow the brand to reposition themselves in the market, communicate more clearly about who they are, and appeal to other markets.
A redesign on Plantiful Apothecary, founded by Amy Beaith-Johnson, is a local business based in Edmonton aiming to create health and wellness products from locally foraged materials. They are committed to only using all-natural botanical ingredients and methods focusing on seasonal wellness to tend to different skin types during the different seasons of the year.
Plantiful Apothecary strives to be a simple and clean brand, using locally foraged botanicals, which are harvested fresh and processed immediately to capture the highest ratio of anti-oxidants, minerals, and nutrients. Plantiful Apothecary cares for their consumers and focuses on creating products that support health and wellness.
After exploring many variations, I landed on two wordmarks, The first wordmark gave a nod to the locally foraged ingredients. The other played with the idea of a mixture of hanging plants and glass tubes used to store plant clippings, through the connection on the letters. The final wordmark was derived from the combination of the two ideas.
Final Wordmark
The redesigned wordmark uses a serif typeface to display a cozy appearance. The serifs at the bottom of all characters have been removed to give the wordmark a cleaner appearance. The serifs have been removed from the bottom of all characters with an exception for the “p” and “h” the serifs of the “h” remain so it is not mistaken to be the character “n” as the “h” connects with the character“f.” The “n” has no serifs at the bottom of its character, but the “h” does. The leaf-like shapes from the curves of the characters and the connecting lines reflect the pattern of hanging plants, giving the wordmark an organic feel.
Lastly, the title of the “i” in “plantiful” was given a specific leaf, different from the others, to allow a recognizable mark for plantiful apothecary. The leaf can be used individually as a submark. The submark is in the shape of a leaf but is illustrated to be similar to a heart. Because the heart shape is familiar as a feminine shape, the heart submark represents the one-woman show behind the brand and the dedication to creating products that are gentle on the skin.
Packaging
Collateral
Plantiful Apothecary is promoted through sustainable materials and products to further their focus on natural ingredients and care for the earth. The visuals used in the packaging of their products are reflected in the collateral to echo their products and create cohesion within the brand. Collateral is kept clean and simple once again to promote the idea of foraging ingredients in the wild. The logo included with each collateral ensures association with the brand.
Lets work together!
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