The Herbologist
An inclusive vision, marrying ancient wisdom with modern practice.
Apothecary Brand.
Project Scope
- Brand Identity
- Packaging Design
- Website Design
- Art Direction
- Collateral Design
The Opportunity –
An honest, Australian brand creating high-quality, clinically formulated products that merge the restorative power of nature, The Herbologist is bridging the gap between medical herbology and modern aromatherapy. The project was to create a gender neutral brand leveraging the founder’s decades-deep knowledge while carving a timeless, relatable brand with an undertone of luxury in a sea of saturation.
Our Approach –
We wanted to create an inclusive identity that had credibility, presence and longevity while feeling elevated and informed. Drawing on the founder’s knowledge base, exploring the core concept of herbology and apothecary practices felt like a natural fit to highlight the superior quality of this brand and position it seamlessly in the market.
“SM House is a dream to work with as they listen to your ideas and concepts and always manage to nail the brief right from the start.”
Design Notes –
To ensure the concept translates cross-platform, we needed to build trust from the outset and establish a strong connection with the consumer at first sight. The primary logo marque uses a custom serif typeface inspired by the traditional extravagance synonymous with apothecaries. This was balanced with a minimal type palette that elevated the branding, leaning into the modern day science behind The Herbologist — feeling confident and visually impactful.
In Alchemy, the circle signifies a positive image of unity and the centrepoint of focus. A circle motif is visible in the brand’s identity symbolising a calming and clear point of convergence, reflecting integrity and self — amplifying the brand values and laying the foundation for the whole brand marque to tie all elements together.
The final decision to introduce copper foil was to add a seamless sense of luxury to mirror the high quality aesthetic and spotlight the purposeful link to alchemy symbolism.
“The SM House team have a beautiful eye for design and style is certainly in the founders DNA.”
Desley Walker – Founder and CEO
