Positano Essentiae

Positano Essentiae is a brand of natural cosmetics, sunscreens, vitamins, and perfumes created by a family of pharmacists in the stunningly beautiful city of Positano in southern Italy. From the natural ingredients to the design and communication with the audience, every detail reflects a love for the city, Mediterranean nature, and pharmaceutical traditions.

Fabula Branding was tasked with developing the identity for a professional line of products to be sold in the pharmacies of the Rizzo family in Positano. The visual identity needed to:

• Highlight the brand’s expertise and heritage.
• Ensure clear navigation within a range of over 30 products.
• Appeal to an audience from Italy and abroad.

The foundation of the logo is a clean, sans-serif typeface that emphasizes the brand’s professionalism and modernity.

The emblem features Hygieia, the goddess of health, seated on a sea horse. This not only highlights the brand’s origins but also provides a symbol of quality assurance, fostering trust with the audience.

Simple forms, a classic black-and-white color palette, and concise typography underscore the brand’s expertise, the precision of its formulations, and the "sterile" purity of its products.

Each shade represents specific ingredients or properties, enabling customers to quickly locate the desired product without overwhelming the design.

As the products are primarily aimed at the Italian market but are also appealing to tourists, the packaging design was created to accommodate text in multiple languages. This makes the product accessible and convenient for a broad audience.