Indigo Remedies is an herbal healing startup, producing CBD and THC rubs as their first products. The brand's personality could be defined as whimsical, spiritual, old-fashioned, and calm.

Combining the name of the brand and the nature of the product, I immediately thought of the 1800's. "Indigo" reminded me of jeans which were invented in the 1800's, and the product reminded me of 1800's medicine bottles. My first intuition when sketching for the logo was to make the letter forms wide, which was less common in 1800's type but the letters lent themselves to width. After settling on the logotype and vectorizing it, I realized that the wide O would make a great 3rd eye symbol and added a pupil to its center, which also acts as an accent that is seen in Victorian era O's.

When looking into symbolism for the brand, a popular local bird came up. The great blue heron. Many say that they feel peace and solitude, joy and somehow, a bit of security when this bird is around. This avian representation of the brand gave the opportunity for a small scale symbol logo, as well as; an illustration for the labels which matched the 1800's packaging style that inspired the identity.

As for the labels, the antique packaging that inspired the project came to fruition as a vibrant and whimsical label that is rough in style but calm in nature. Feeling old-fashioned yet seussian in color and character.