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Sacred Society

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Intro

We started this project several years ago with a deep strategic audit that included archetypal workshops, neighborhood walking tours, qual and quant research on the wellness lifestyle category, and a series of presentations walking through our recommendation for positioning the brand against the grain of what was commonly seen among LOHAS (Lifestyle of Health and Sustainability) entrants. The goal was to merge a meaningful visual language that could be easily recognizable to someone seeking spiritual and physical health and wellness with a unique hand-touched, naturalist sensibility that could be carried into their space and used to soften the newness and hardness of its ground-up new construction. There is something inherently cool about the contrast between the identity we created, which carries ancient essences, and the modernity of their offerings. The space creates a world that the characters of Dune would feel comfortable inhabiting.

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Identity

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Illustrations

The graphic identity is built of modular parts that can be assembled into a crest, or separated out into individual assets. The primary word mark is a customized Roman serif typeface with the crossbar removed from the capital A as a reference to history and tradition.

Pen and ink illustrations referential to an earlier engraving style is central to the brand’s aesthetic, inspired by historic botanical illustrations that have long infatuated serious students of nature’s beauty and bounty. As Sacred Society exists at the intersection of science, health, spirituality, and hospitality we selected a wide array of symbols for our crest. Starting from the top and working our way down, a Ravenella or Traveler’s Tree, with its dramatically fanned foliage, has long been a symbol of humanity’s bond with nature. The Jasper sphere beneath it represents spiritual balance. Sprigs of rosemary, which in ancient times was believed to improve memory, represents fidelity, its seeds, growth. The snakes on either side represent metamorphosis and transformation. The twin toucans speak to communication and relationships, as well as joy and whimsey. Lush vegetation signals vitality and finally the amethyst anchor represents purification. As a totality, the piece communicates a promise of a rich and deep experience, one that might transform, inform, or spark growth.

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Additional assets include versions of The Asclepius Staff (also known as the Rod of Aesculapius), a universal the symbol of healing and medicine. The “everlasting” helichrysum growing out of the staff represents eternity and steadfastness, while the Arum lily, confidence and spirit. The staff is made of Oak, a symbol of strength. We explored color and type that could hold the energy and spirit of the brand’s name, which called for marks of time and age, a naturalism molded by human hands, and an elegant contrast with a contemporary building. Our palette is inspired by Colorado, with its dusty greens and craggy trails, its fields of wild flora and big sky. The mistiness of a morning in the mountains. The calming serenity of dusk. These moments informed the understated yet soothing palette.

Materiality was essential to the collateral design process and thankfully our client wanted to consider every object that might carry the brand, every surface that a customer’s hand might touch. They are highly committed to sustainable materials and practices, which fit perfectly with our style and color palette. Watching each unique item of printed matter, packaging, signage, label, and material come to life over these past couple of years has been a joy for our team.

Denver’s consciousness is about to be lifted even higher.

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Collateral

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Packaging

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Environmental

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Social

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Identity Guidelines

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