MOTHEr MEDICINA
STRATEGY/ IDENTITY/ LOGO/ COPY/ PACKAGING/ DIGITAL/ ILLUSTRATION/ TYPEFACE DESIGN
/opportunity/Owner and Founder Winona crafts herbal therapeutics from her home outside Byron Bay for women and mothers living in alignment with nature. As a contemporary ode to tradition, Mother Nature and motherhood, Winona requested monochrome packaging with botanical illustrations and symbolism of feminine strength.
/strategy/While not all women can relate to motherhood, we can all relate to the kindred experience of girlhood. Inspired by this nostalgic period of nurturing, growth and authenticity, I grounded Mother Medicina in the timeless practice of storytelling — humble ink on paper, a fairytale sense of wonderment, the soothing yet passionate voice of a bedtime narrator. The room exhibiting Monet’s Water Lillies in Paris’ Le Musee de l‘Orangerie was a potent source of inspiration. With panels of fairy-like paintings on a white wall, like the page of a storybook, it embodies the symbiosis of classical impressionism and contemporary architecture, youthfulness and sophistication.
/execution/In honour of motherhood, the logo is bold and balanced, featuring a customised typeface reminiscent of ancient witchcraft texts, and womb-like structures symbolic of growth and protection. The typography is layered with strong, feminine headings, subheadings emulating traditional botany textbooks, and a body typeface calling at once to classical typewriters and their contemporary resurgence. Warm white and ink form the base colour palette, while the imagery is freckled with periwinkle, lavender, butter and olive. Where the apothecary-style packaging is humble, digital applications mirror their muses of enchanting storybooks and elegant museum walls.
