Artemisia Natural Perfume

Artemisia Natural Perfume offers a high-quality, natural alternative to department store chemical fragrances. Many natural fragrances are developed by amateurs. Artemesia wants to distinguish itself from those because the product is more carefully crafted, and therefore more expensive.

The concept behind Artemisia is that each fragrance conjures up an experience we have had in nature, for example the complex combination of smells associated with opening up a summer home on the first day of vacation, or the smells of a walk in the woods in autumn. Instead of florals and fruit scents, Artemesia presents perfume as a whole world of scent that includes florals but also roots, dirt, leaves, water, and decay.

The market is educated, well-off women 25-34, who explore alternative and natural sources for their well-being.
The challenge was to evoke some of the edgier, darker aspects of Artemisia (they are not conventional smelling) without turning away women who are used to a clean and commercial look. Some of the words I was given to understand the brand were:
Spirit
Pleasure
Mystery
Forest
Earthiness
Volatility

Just as Artemisia uses smells from the entire gamut of nature's palette, I wanted to use an unexpected image from nature that evokes that kind of range. I chose fiddlehead fern fronds to represent Artemisia. These tender green ferns represent new life emerging from the forest decay. The sinuous, organic and unsymmetrical lines of the fern symbol make a contrast to conventional fragrance imagery.

I created the typography by adding a few serifs to a high x-height sans serif, keeping the name approachable with a lower case treatment. I chose purple to add some mystery to the presentation.