Madelyn wanted branding that felt very of-the-Earth. I ended up designing a strong logo and icon based on the primitive symbol meaning “the wild nature of man.” There is also MJJ hidden within that makes it very specific to her brand.
Throughout the design and brand standards, I wanted to make sure the earthy nature of the brand itself constantly stood out, and the elements were cohesive and complementary. She wanted something deep, vaguely witchy, and something that could be turned into a charm or a branded jewelry stamp.