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vision to life. Based on the themes it gave us
we were able to develop a visual universe and
the eventual identity. It’s always a pleasure to
work with people from different cultures and
in different industries, which helps us grow as
a studio and as individuals. Funnily enough,
collaborating with a client on the other side of
the world was easier in many ways than a lot of
projects in our own country.
The most challenging thing for us was
reinterpreting the imagery of alchemy without
falling back on something that had been done
before, and bringing all the contrasting elements
together in a harmonious way. We learned a lot
about alchemy in the process, and by researching
so many old books we all believe in magic a little
bit more than we did at the project’s beginning.
The end result was unexpected in many
ways, but it was the result of a process in which
Futura and our client took a few risks. It was an
extremely fun project to work on and we enjoyed
everything – from the research and development
of the concept through to its execution.
TOP RIGHT
Futura tested a whole
range of icons before
setting on the
hourglass form.ABOVE AND LEFT
Silver was an
important metal in
alchemy and this is
reflected in the
branded packaging
Futura designed.