London agency Greatergood Brands explored the passage of time in AEVUM’s identity, a new British supplement brand. The logo resembles lettering carved into stone, while an emblem of interwoven letters framed by foliage recalls historic coats of arms. These references convey longevity, connecting the identity to the brand’s focus on health and healthy aging.
The agency was tasked with presenting premium supplements as part of everyday life and creating an identity that would support their price point. Its review of competitors identified two common approaches, clinical minimalism and familiar wellness imagery. For AEVUM, Greatergood founder and creative director Daniel Hind proposed focusing on long-term customer relationships. Because taking supplements regularly could mean engaging with the company for years, the identity needed to convey reliability and permanence.
The name provided the starting point. The agency interprets the Latin word “aevum” as “age” and “eternity.” This led to the idea of a stone inscription, with letter proportions informed by the architecture of buildings and monuments. For the young brand, references to the past offered a way to express the long span of time suggested by its name.
The logo consists of five uppercase serif letters. Thick main strokes combine with thin connecting strokes and flared terminals. Sharp angles alternate with curves. The “A” has a pointed apex and a triangular counter, the “V” narrows to a point at the bottom, and the “U” introduces a smooth curve between the diagonals of the neighboring letters. The inner diagonals of the “M” meet above the baseline, leaving open space beneath their junction. The letters remain separate, each retaining its individual outline.
Alongside the full name, Greatergood developed a monogram combining “A” and “V.” The letters overlap, with their points facing in opposite directions and their intersecting diagonals forming a diamond-shaped opening. The monogram appears on its own and within an emblem framed by foliage. The designers intended the letters’ geometry to convey scientific precision, while the botanical illustration references natural ingredients. Its resemblance to a historic coat of arms connects the identity with craftsmanship and continuity.
The agency expressed this combination of science and nature in the tagline “Precision in Science, Power in Nature.” The phrase describes the brand’s two guiding principles and accompanies the emblem. In the project materials, the two halves of the tagline appear on narrow, intersecting ribbons beside an enlarged monogram.
Beyond the logo, the fountain-of-youth myth extends the theme of longevity. The designers associate monochrome water imagery, reflections, and fluid shapes with renewal and ancient natural formations. Dark slate gray and white are the primary colors used for backgrounds and lettering. The name, monogram, and water imagery tie the packaging and online store together. Greatergood’s scope included positioning, the tagline, visual identity, packaging, the online store, and branded merchandise.
The agency published its project overview on March 24, 2026. The work later won bronze in the Branding category at the Creativepool Annual 2026 awards. GreaterGood announced the award on September 14. The jury recognized the quality of the execution, the connection between the identity and AEVUM’s positioning, and the restrained use of color.