The consultancy says it was brought in to evocate a luxurious brand, which would appeal to a high-end affluent female market but also ‘create attention among a wider audience’.
The identity places the ‘T’ from Therapie within a butterfly symbol, symbolising ‘natural transformation’ and ‘restorative qualities,’ according to consultancy managing director Simon Wright.
Product names sit in a white upper-case font and products are distinguished by different colour butterflies.
A simplified version of the butterfly sits on-pack and a business logo ‘features a series of hieroglyphics within the butterfly,’ says Wright.
These include plants, flowers, birds and ‘healing hands’ symbolising ingredients, nature and the processes of aromatherapy.
A website has been designed by Greenwich Design sister group Bumblebee Design.