When I created Moss & Mercury, I wanted to do more than just design a pretty brand. I wanted to craft a concept that felt alive—a business that could live on your shelf, in your feed, and in your daily rituals.

✨ The Concept

Moss & Mercury is a fictional apothecary and lifestyle brand offering hand-crafted botanicals, candles, and ritual goods. The brand lives at the intersection of grounded earth energy and cosmic curiosity—think forest floor meets starlight.

The target audience?
Conscious consumers who care about aesthetic and intention—primarily women and queer folks aged 25–45 who journal, read their horoscope, and love a good candle.

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🎨 The Brand Aesthetic

The visual identity is all about balance:

• Color palette: moss green, warm beige, charcoal, and hints of gold

• Typography: a refined serif paired with a clean modern sans-serif

• Logo: a line-drawn plant with a planetary ring—symbolizing nature in orbit

I designed multiple logo variations to ensure adaptability across platforms:

• Full lockup for the website and packaging

• A simplified monoline icon for social

• A one-color mark for embossing or stamps

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🖥️ The Figma Wireframe

Once the brand was defined, I moved into Figma to build out a responsive homepage wireframe. This phase focused on UX clarity, structure, and scroll rhythm before adding high-fidelity visuals.

Key sections in the wireframe included:

• Hero section with brand promise and call-to-action

• Featured product grid with hover interaction

• About section with visual storytelling

• Journal preview to create SEO and engagement opportunities

• Email opt-in section that felt intentional, not pushy

My goal was to balance emotional resonance with strategic flow. Every element in the layout supports the user’s journey—from curiosity to trust to conversion.

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🔮 Why This Project Matters

Even though Moss & Mercury is fictional, it reflects the very real process I use with my clients:

• Brand clarity

• Consistent visuals

• Functional UX rooted in storytelling

It’s also a love letter to the kinds of businesses I love working with—small, intentional, and a little bit magical.

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Interested in bringing this level of design to your brand?
I’m Leo Blizzard, and I help indie brands and small businesses turn their vision into an experience.

Drop me a line to learn more.