The Witch of Laurel Wood

Brand, Identity, and Logo Design
About the Brand Design

mystery, magic, and growth

A brand designed around the concept of rebirth, magic, mystery, and darkness that nevertheless embraces its pagan roots — literally. Belonging to a kitchen witch, iconography for the brand is drawn from the hermetic aphorism, “As above, so below,” and references the elements of earth and air, and a balance between them.

The Witch of Laurel Wood

A contemporary take on kitchen witchcraft required clean lines, but a throwback to the roots and bones that anchor the practice at the hearth. Products in the line include naturally-sourced candles and cosmetics, and the brand meditates on its magical roots and natural connections.

The design is inspired by the phrase “As Above, So Below,” from a passage in the Emerald Tablet (attributed to Hermes Trismegistus.) In Hermeticism, the phrase can be taken to indicate that earthly matters reflect the operation of the astral plane.

We provided a few logo and logotype variants that make use of the brand mark, and created a selection of simple, airy product labels to complement the design that could be easily updated and adapted for a variety of packaging sizes, regardless of the package contents.

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Noisy Ghost Co. Brand Design