Plum and Ashby aims to capture the nature and nostalgia of the British countryside. By putting the scents and their artisan formulations at the forefront of the products, the scents speak for themselves. It was of the upmost importance to P&A that the rebrand did not alienate their existing loyal customer base — the intention was to create a higher end, more timeless look that felt like a natural progression. It was therefore important, from a design perspective, to stay in keeping with the foundations of the brand.

The apothecary aesthetic embraced in the previous brand is continued into this brand through the use of a classic serif typeface from the well-crafted font family Garamond, chosen to reflect their artisanal processes. I also shifted all box packaging to 100% recycled paper, the inherent texture and flecks in the paper better represent nature and give the products a more tactile, authentic feel.