WHO IS MAIA TOLL?
Maia Toll spent a life-changing year apprenticed to a traditional medicine woman in Ireland. She mentors spiritual wellness seekers, practitioners, and teachers through her online program, The Medicine Keepers Collective, and is the founder and owner of Herbiary, a natural products store with locations in Asheville, North Carolina, and Philadelphia, Pennsylvania. She lectures at hospitals, universities, and herbal conferences and runs her own Deep Magic Retreat in the North Carolina mountains during the witchy twilight of autumn.She blogs to an international following at maiatoll.com and lives in Asheville, North Carolina.
I was introduced to Maia through my client Becca Piastrelli, Maia’s podcast co-host on The Lunar Lab Podcast. So I felt like I already knew her from the podcast before we even connected! Maia had been running her business for 12 years without going through a formal branding process, so she described her biggest problem was that the brand was hodge-podge – a mix of a dozen years of individual graphic design projects glued together instead of a unified brand system. She was ready to invest the time in really thinking her branding through and getting her foundations right. She also runs a successful natural products store Herbiary. She had never attempted to unify the Herbiary and Maia Toll brands and leverage their audiences to grow both businesses, so this was another goal. We wanted to find a way for the two brands to hang together well, without altering the Herbiary logo. With Maia’s first book launching in 2018, she was keen to spend 2017 getting her branding right in anticipation for a big year ahead.
We aimed to capture a magical, bold, timeless and warm brand personality. Rich, earthy textures, bronze engraved style icons, natural meets classic typography and emotive, bold and warm photography were created, These elements were applied consistently to both the Maia Toll and Herbiary brands, with each brand having a primary colour and texture for memorability. Beautiful photos were taken by Emily Nichols Photography to work cohesively with the other visual brand elements.