Agurzil

Client
Gooden Biotech Research, Inc.

Year
2018-present

Agurzil is an organic skin cream that cures cold sores, chicken pox, shingles and other skin ailments affecting people everyday (See more). The product has been under development since 2015, by Pennsylvania-based, Gooden Biotech Research, Inc.(GBR)

Following a bevy of successful lab tests, trials and testimonials, Agurzil is very close to hitting retail store shelves like CVS and Walgreens; but first, it needs a complete identity! Happily satisfied with the trademark I’ve provided them so far, I now have the pleasure of art directing their upcoming 2024-2025 promotional phase.

This project is ongoing and more marketing materials and collateral are coming soon.

Logo/Title + Identity Briefing

Concept Origin

Researchers at GBR had collected and analyzed seaweed samples in the tropics for several years before developing the idea for their product. Once they’d discovered the beautiful ocean plant’s versatility, it sparked an idea within the mind of a chemist among them.

With the wealth of benefit it brought them, GBR was adamant about representing the seaweed plant in the trademark design. With that in mind, I sought to first nail down a specific seaweed shape.

Typography

As I sketched a variety of seaweed vector shape options, I also began thinking of what typefaces would work well on product-packaging. I landed on Futura, for its modern feel and low-weight, which in my mind seems relevant for lotion and skincare products.

Primary

Color Palette

My vision was to keep things simple, by generating a two-tone colored trademark, wordmark and final logo. With GBR’s research focused heavily on organic plants, I felt it best to utilize a light, comfortable shade of green to represent the product. As shown below [and in the preview images atop this page] the ‘product packaging’ green is more saturated in order to allow the graphics to ‘pop.’

Logo/Style Explorations

After sketching and trying multiple seaweed shapes, I finally landed on what we see below. I figured diagonal orientation of the shape would allow for the best possible alignment with a typeface, so I committed.

Seaweed sketches

Later on, after doing more refining I came to realize that placing the seaweed shape inside of a container-shape could also be a relevant path, as it’d give the final logo a bit more presence.

After trying the seaweed inside of both a square and triangle, I landed on the diamond shape we see below, as I felt it most pleasing to the eye. The shape would almost become a viewfinder or picture frame for the seaweed, thus emphasizing its importance to the overall brand.

Agurzil Logomark (Black)