The AE+A logo is centered around the idea of being authentic and holistic. Pulling inspiration from Alex's knowledge and passion of living a holistic life, this concept embodies a sense of craft and refinement. With the handcrafted, authentic typography and the brand illustrations, we pull together a timeless look that will show off not only her years of experience and education, but also the art and love that goes into each of their products. We wanted Alex's audience to feel welcomed, taken care of and her authentic nature while interacting with her online and seeing her products on the shelves. This strategic pairing of a handcrafted sans serif and script typography gave her brand a true authentic, timeless feel.