/ Identity & Branding
Vitae Essentia - Natural Cosmetics and Perfumes
Vitae Essentia, from latin "essence of life", is a franchise store of natural cosmetics and perfumes born in Florence. The concept is mainly based on a visual translation of the concept of "fragrance": the emotional element referring to the perfume has been translated into a decorative handwritten lettering of the packaging. The science of fragrance chemistry is expressed through a sans serif geometric lettering and essential packaging. All enclosed by the traditional harmonic glue: the custom type serif that contains the brand.
The identity consists in a responsive logo that is divided into a monogram, a logotype enriched by an emotional element (script handwritten) and an institutional logo. The three logos, which reflect the brand's values, are generated to make the brand consistent and multi-platform.
Basis of the Italian Renaissance, Florence gave strong inspiration to the project. The names of the fragrances are inspired by the major artists who had a strong link with Florence, consequently the packaging of each fragrance is inspired by a color palette linked to the artist who gave the name to the fragrance.
The floral element extends along with the color palette over the entire brand identity.
YEAR / 2019