During the Alchemist project, I realized that unlike the furniture and lighting industries, which rely heavily on visual branding, the music industry is very artist-centric. Customers often buy music products based on recommendations from artists or music teachers rather than photos and product information.

To address this, I focused on building a community of drummers and encouraging musicians to become Alchemist artists. I also introduced the concept of an Alchemist Club for non-professional musicians, fostering a sense of belonging to the brand. Additionally, I planned for event sponsorships and music concerts to create a stronger connection between the brand and its audience.

When I began designing the visual identity for Alchemist in the fall of 2021, I couldn’t settle on a color scheme despite flipping through my color books or looking at similar brands. Then, one day, while walking in our mountain settlement,

I spotted a tree at the bottom of the valley with a black trunk and olive leaves, some of which had turned orange in the fall. I thought, “This is it!” I went down to the valley, took photos of the tree, and used its colors for the Alchemist branding.