Grimm & Co

We were asked to help shape the brand for a Magical Apothecary in Rotherham. This project turned into not only branding, but interior design, signwriting, packaging, a huge story mural, window dressing and art directing a large team of volunteers.

Photography by Helena Fletcher.



— Research & Backstory

The key to this project was ensuring that the final product felt fully authentic. With that in mind we set about researching every aspect of Apothecary's, typography, signage, packaging, medicinal cures, curses and magical creatures. You can read more about our process here.

Jeremy Dyson (The League of Gentlemen/Ghost Stories) wrote a wonderful back story on the Apothercary's proprietor, Graham Grimm. The story tells the tale of how Graham came to open Grimm & Co, and why it's a very special place. That set the tone for us and we elaborated onto this backstory to give ourselves some strong, visual direction.



— The Identity

We created a monogram of Grimm & Co, which could be stamped to act as a 'seal of approval'. We sourced endless amounts of typefaces, from old woodblock to letterpress, as well as experimented with every ink pen we could get our hands on to create 'Graham's handwriting'. Throughout the project, we constantly referred back to Jeremy's story, and our own extension to ensure we stayed true to the character.


The Imagination Room


We loved Jeremy's story, and so decided to write it on every wall in the 'Imagination Room'. This room is the first area humans enter, once they travel through the secret door on their way to the writing center.

It took 3 of us 3 full days and approximately 40 Posca pens to complete - but well worth the effort.



The Products


An Apothecary is a place to visit to cure a cold, remedy an ailment or purchase herbal medicines. Grimm & Co is no different, and it provides all the above, and more to it's customers: trolls, giants, witches, wizards, goblins, dragons and imps to name a few.

We created a whole range of products – from naming and design – to even helping to source the ingredients. The shop is a useful outlet for the Charity, and all profit made on sales fund the writing centre. In order to give them the best possible chance the products needed to be not only humorous, but something you'd want to keep and use.




The Interior

An Apothecary is a place to visit to cure a cold, remedy an ailment or purchase herbal medicines. Grimm & Co is no different, and it provides all the above, and more to it's customers: trolls, giants, witches, wizards, goblins, dragons and imps to name a few.

We created a whole range of products – from naming and design – to even helping to source the ingredients. The shop is a useful outlet for the Charity, and all profit made on sales fund the writing centre. In order to give them the best possible chance the products needed to be not only humorous, but something you'd want to keep and use.



The Small Details

We spent a lot of time on the smallest of details. Things which people may not even notice on first glance, all with the mission of creating an authentic environment. All around the space are shop signs, pieces of grafitti and even the odd fairy door. Grimm & Co also features it's own classified ads (less 'Caravan to rent' and more 'Broom for hire').

We created everything by hand, including the signwriting on the outside of the shop.



The Charity


This project took us the best part of a year to launch and our involvement is ongoing as we look to make Grimm & Co even more special.

What makes it all worthwhile (and without going all Bono) is the difference it makes to the children who use the space. We've seen it with our own eyes – children (and adults) excitedly running around the shop, laughing at the signs and enjoying the creative writing classes.