Naughty Alchemist is a 100% vegan, organic skincare label launched by Stella Nisreen Kanaan. The visual identity of this Danish cosmetic label features JAF Lapture, accompanied by Barlow and Dosis. In the logotype, a modified version of the lowercase g can be found: the “ear” is drop-shaped and points upwards. From a “design craft” point of view, this is wrong as Lapture does not contain any drop terminals at all, but the oddity gives it a welcome “naughty” twist.
AM Copenhagen has created not only the visual identity but also the packaging and interior design of the beautiful apothecary lab, where the skincare products are created. From their case study:
The logomark is hand-drawn by AM and references Stella as a child — in the field, collecting flowers and plants. The visual identity is focused around the mood and fascination of the nature. Naughty Alchemist is a modern and rebellious brand with a history, which in many aspects will differentiate itself in the beauty industry. The design focuses throughout the identity on the personal history and the individual natural beauty, with the result that all the elements contains small and personal natural un-perfect characteristics.