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BRAND FIELD GUIDE · VERSION 1.0

Made by hand.
Held with care.

The visual and verbal ingredients of Artists’ Apothecary.

01 / The idea

BRAND PURPOSE

Artists’ Apothecary makes creativity feel accessible, useful and emotionally nourishing. It creates small routes back to self, others and everyday beauty.

TAGLINE

Creative remedies
for everyday life.

POSITIONING

More personal than a gallery. More playful than a wellbeing brand. More meaningful than a craft shop.

02 / The marks

PRIMARY WORDMARK

Artists' Apothecary primary wordmark

THE APOTHECARY SEAL

Artists’ Apothecary A/a brush seal

Use the compact A/A seal where the full wordmark cannot breathe: website navigation, social avatars, stickers and stamps. Its slight rotation should always feel hand-applied.

03 / Colour

THE EFFLORESCENT PALETTE

EFFLORESCENT PINK
#F5C3CC
PETAL BLUSH
#F2CED2
ORCHID VEIL
#F6E0EC
DUSTY LILAC
#E4D4D4
MISTED ROSE
#D6C5C5
MAUVE INK
#A8908E
ANTIQUE ROSE
#B39C97
CLAY BLOOM
#E0C3B5
PEACH PAPER
#E9D2C2
CREAM PETAL
#F5E5D8

04 / Fonts used
on the website

01 / DISPLAY

Italiana

Beautifully unfinished.

Headlines, large statements and expressive editorial moments · Regular 400
02 / BODY

Manrope

Clear, warm and quietly contemporary. Made for generous reading.

Body copy, descriptions, forms and practical information · Regular 400, Medium 500, Semi-bold 600
03 / LABELS

DM Mono

ART / CARE / COMMUNITY
DATES · NOTES · DETAILS

Navigation, labels, dates and small functional details · Light 300, Regular 400
04 / ANNOTATION

Handwriting

a note left in the margin ↘

Bradley Hand with a cursive fallback · Use sparingly for personal annotations

Italiana, Manrope and DM Mono are served through Google Fonts. The handwritten style uses the visitor’s available system cursive font as a fallback.

05 / Voice

WE SOUND

Warm, observant, clever, specific, gently rebellious and deeply human. We write like the thoughtful friend who always brings the good pens.

WE DO

Invite rather than instruct. Choose sensory detail over wellness clichés. Make room for honesty and humour. Use short handwritten asides to add personality.

WE DON’T

Sound clinical, mystical without meaning, corporate, over-polished or falsely cheerful. We never promise that creativity will “fix” someone.

06 / Art direction

THE SCRAPBOOK RULE

Every composition should combine one calm foundation with one unexpected interruption: torn paper against a clean grid, an oversized serif beside a tiny label, or a neat photograph with a crooked piece of tape.

IMAGE TREATMENT

Prefer tactile surfaces, analogue materials, process, hands and real gatherings. Lower saturation slightly. Crop boldly. Allow rough edges. Avoid glossy stock imagery and perfect flat-lays.

CREATIVE TENSION

50% archive, 30% apothecary, 20% Aquarian surprise.