The brand identity was conceived to express fresher, more urban values, with clear international cues—designed for young, culturally and gastronomically savvy audiences, true connoisseurs with a refined sensibility. All of this without losing its artisanal, rustic, and bohemian soul: an almost homeopathic apothecary-like character that evokes respect, alternative medicine, herbal knowledge, mysticism, and alchemical tradition.