A new apothecary in a cute upstate town that specializes in cruelty-free clean beauty, skincare and home goods is no small task to brand. Boutiques litter the landscape and words like ‘clean’, ‘'natural’ and ‘sustainable’ are used so often, they’ve almost lost all meaning.

Looking to change that, the store’s owner, Jill Hilbrenner, wanted to make a store that would focused on the simple aspects of nature that can help boost health and happiness (as backed up by research). Hence, the choice of a simple, wonderful plant name: Witch Hazel.

The name and mark were made to stand out in a crowded environment while communicating what any customer could expect to find there. The logo uses thick-to-thin serif font initials to nod to the image of a mortar and pestle. It’s a new take on something classic, just like the store itself.