Moustache Apothecaries

Logo, Branding, Art Direction, Web Design

Independent Study

Moustache Apothecaries is a natural hair and skincare brand rooted in heritage but designed for today’s eco-conscious consumer. The brand offers unique, handmade products based on beauty remedies passed down through generations. The goal was to create a brand identity that reflected this tradition while infusing a playful, whimsical quality that would set it apart from competitors in the natural beauty space.

The branding process began with a focus on balance—capturing the essence of a classic apothecary while infusing a lighthearted twist. Early logo sketches explored this theme, leading to the final design: a moustached figure with a top hat. This symbol, both nostalgic and playful, became the cornerstone of the brand, evoking both tradition and fun.

For the product packaging, I drew inspiration from vintage apothecary designs, using elegant frames and ornamental details. Each label—whether for a body oil, beard wax, or detangling spray—emphasized the brand’s handmade nature while maintaining a timeless look. This understated packaging let the logo take center stage, creating instant recognition.

Shopping bags feature the tagline “For all types of hairy situations,” accompanied by various moustache illustrations. Another version includes the phrase, “We hate to see you go, but we know you’ll moustache,” reinforcing the brand’s playful tone.

The ad campaign brought the brand’s playful spirit into the public eye. Designed for New York City transit, the ads featured classic artwork with moustaches added to the figures. The tagline, “For all types of hairy situations,” tied the campaign back to the product offerings, creating a clever and engaging visual story.

Moustache stickers are included with each purchase to encourage patrons to participate in the guerrilla campaign.

The website carried the brand’s vintage aesthetic into the digital space, balancing tradition with modern usability. The clean, easy-to-navigate layout showcased the products while incorporating subtle design elements from the apothecary theme, creating a cohesive online shopping experience.

With Moustache Apothecaries, I attempted to combine heritage with playfulness in order to stand out in the natural beauty space. The logo, packaging, and ad campaign are built to work together to create a brand that is both memorable and approachable in order to appeal to consumers who value both tradition and fun.