Soul & Stone, a BC-based business offering premium, ethically sourced crystals, came to MMI with visuals that didn’t match their values of beauty, joy, and luxury. Their previous rustic-texured, black-and-white logo failed to convey the refined, curated experience they provide. In a market where competitors heavily lean either overly bohemian or overly plain, Soul & Stone needed a brand that reflected both the artistry and the rarity of their one-of-a-kind finds.

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I developed a new brand identity grounded in a hand-drawn floral pattern, bold yet balanced color, and a strong geometric logo mark. The result blends the organic nature and artfulness of their offering, with modern structure, creating a visual language that finally mirrors the truly exceptional nature of Soul & Stone’s offerings.