AQURUM
The Client Aqurum is a wellness and essential oils company based in Konstanz, Germany. Founded by Johannes Wöhr and managed by Lorenza Méndez, it was born from a deep passion for discovering and sharing the richness found in the plant kingdom. For them, an essential oil is not just a product; it’s a drop that concentrates life, creative power, and soothing grace. Their vision: to transmit the purity and spirit of the garden in every bottle.
The Problem Aqurum came to me through a personal referral, with something that isn’t all that common: they had an extraordinarily clear vision. They knew exactly who they were, what they wanted to communicate, and what feeling they wanted to awaken in their ideal customer. The problem was translation, they didn’t yet speak the visual language. That rich vision, so full of spiritual, natural, and sensory nuance, had no shape, no color, no system.
The challenge wasn’t inventing an identity; it was uncovering it and giving it structure. Translating something deeply spiritual and natural into a visual system that was simultaneously cohesive, scalable, and commercially solid, without losing the essence in the process. And doing this at scale: not just a logo, but a complete visual ecosystem that would work at every single touchpoint — from the product label in the customer’s hands to the Instagram feed and the website.
Added to this was the complexity of working remotely with a client in Europe, across language and time zone differences, while ensuring that every channel (packaging, stationery, web, and social media) looked, felt, and spoke exactly the same.
The Solution The process began with a deep discovery stage, exploring the brand’s core concept: who they are, who they’re speaking to, and what they want their customer to feel. From there, the complete visual system was built: logo, isotype, imagotype and variations, color palette, typography, and custom botanical illustration for each product.
The project grew alongside the brand over more than two years of continuous collaboration:
• 28 custom product labels:16 for single oils and 12 for blended oils, each with its own botanical illustration, following the concept of connecting with the garden.
• Packaging: including the Focus Edition, a special line with a distinct packaging design.
• Stationery: labels and cards as part of the brand’s added value, communicating warmth and closeness with the ideal customer through every detail.
• Web design: art direction and image creation for Aqurum’s official website.
• Social media: monthly content planning, content pillars, and varied designs combining image and video for Instagram, with seasonal campaigns coordinated across social media and the main website.
• Audiovisual production: reels, animations, and the main promotional video.
