Logo, Visual Identity + Web
I developed the brand identity for Modern Farmacy, an online wellness shop focused on wellness and natural healing. The idea was to bring together the natural world with a more modern, science-led perspective on wellness. I wanted the brand to feel feminine and approachable, but still clean and considered, without leaning into the clinical look that is common in the wellness space.
Modern Farmacy
Brand Feeling
The identity is built around a neutral palette with a soft periwinkle accent, paired with a clean uppercase sans-serif and a lowercase italic serif. I also incorporated organic illustrations into the system to add some movement and break up the more structured typography. Together, these elements gave the brand a softer, more feminine quality while keeping it simple and modern.
Art Direction
For the art direction, I wanted the photography to feel natural, warm, and tactile while still looking polished. The imagery focused on the products, ingredients, and the softer side of wellness rather than taking a highly clinical or overly staged approach. This helped give the brand a more personal feel and supported the balance between nature and modern wellness.
