Officina Profumo Farmaceutica
Di Santa maria novella
Date: June 2021
Scope: Branding, Visual Identity & Packaging
Officina Profumo-Farmaceutica di Santa Maria Novella is known as Italy's oldest apothecary specializing in luxury beauty products. Their items are handmade using only natural, raw materials of the highest quality to produce a diverse range of products including skincare, fragrances, soaps, body care and more. By combining ancient traditions with modern technology, Farmaceutica Di Santa Maria Novella is recognized worldwide for its innovation and cultural heritage, leaving it at a high position in the marketplace.THE CHALLENGE
Officina Profumo-Farmaceutica di S.M.N is looking for a new visual identity that better represents the pharmacy in a contemporary style. The rebranding should capture and reflect the atmospherics and character of Florence with inspiration from the Santa Maria Novella Church facade. The client has asked to include a new logo, pattern design and packaging design for bags, paper wrap, labels and boxes.
The new logo takes inspiration from the Santa Maria Novella Church facade. I decided to choose a specific element of the church that people can easily remember and associate with the brand. The top half of the church was created by Leon Battista Alberti who created a system of architecture based on the ratios 2:1 and 3:1 inspired by musical scale. I followed his method of using basic shapes to create harmony, repetition and balance. The colours chosen represent luxury, royalty and sophistication while the font choice adds a classic, but fresh look.
This pattern was created as part of the brand's visual identity and can be used across different elements such as the stationary or packaging. Like the logo, the pattern also takes inspiration from the Santa Maria Novella Church facade, and uses simple shapes to create a dynamic look distinctive to the brand. The pattern has a very formal, but delicate look which is appropriate to the brand's image.
PRODUCT PACKAGING - WAX TABLETS
As part of the new packaging design, I was required to create new designs for 3 lines of products; Fresia, Rosa and Melograno. These are 3 of the brand's most popular scents which each include a range of products such as wax tablets, soap bars and skin/body care. For the designs, I decided to give each line its own colour characteristic to its scent to make them easily distinguishable. I decorated the boxes with hand-drawn sketches relating to the products main feature. The reason I decided to use hand-drawn sketches is because it fits with the brand's "hand-crafted" methods, and makes it look and feel more natural.