In developing the Fragrant Minds identity, the aim was to create a unique logotype that was simple and elegant, yet friendly. This needed to be able to work across all mediums, and encapsulate the unique quality of the Fragrant Minds products. We worked closely with the client to get to the heart of what the brand represents, exploring many creative avenues until we were confident we had reached the perfect solution.
The inspiration behind the brand mark was the form of an elephant. Elephants are perceived as having exceptional memories, which was a perfect connection to a business positioned in helping create and cherish memories with their products. Elephants also have one of the best senses of smell in the animal kingdom, and are known for being gentle, intelligent and for their deep family bonds. All of these elements combined led to the creation of the FM monogram mark.
When starting this business I knew getting the branding sharp from the outset was going to be essential. I consulted a team of experts I trusted and have been delighted with the results from Mearns and Gill's creative team. They have been excellent to work with, a real pleasure. I appreciated how carefully they listened to my brief, and they really got it. So it felt like we were on the same team. They helped bring it to life in ways I couldn't have done alone contributing their inspiration, enthusiasm and precision design talents along the way.Kelly Murray, Director