Aurum – Student Brand and Packaging Project.
Catherine Marion is a Montreal, Canada based graphic design student. She created this brand identity including concept, brand name, and packaging as part of a University assignment and as a pretext to design a visual identity. Catherine Marion decided to develop a company that produces blends of fine spices. The name Aurum is Latin and means “gold”. The sound of the name is also reminiscent of the word “aroma” which is very suitable for the product. Even the logo has a allusion to gold. It’s a circle like in Alchemy a ring encircling a dot, which embodies the symbol of gold. Two Polynesian characters within the circle recall one of the places of origin of spices. The handmade packaging is made of natural materials and decorated with designs inspired by Maori tattoos.