Hearth & Hammer is a conceptual brand identity that leans into the mysterious, moody world of ancient alchemy rather than the polished minimalism of modern apothecaries. Inspired by the still-life photography of Drew Johanna and Nick Knight, I built the brand’s visual language around atmospheric imagery and a palette of deep chartreuse and forest green.

The logo centers on an arch—an abstracted alchemical fireplace representing the hearth of a home. As a secondary brand mark, I reimagined the ampersand as an arch itself, tying together symbolism and form. Typography with delicate ligatures and shadowed textures further reinforced the aura of ritual and transformation.

Researching alchemical healing informed both the copywriting and the imagined product suite, grounding the brand in its esoteric roots. Between the photography, color system, and typographic details, Hearth & Hammer captures an aura of mystery, history, and quiet power.