Brand evolution for Gold Moss.

Last year, Gold Moss founder, Edyta approached me to collaborate on the next evolution of the brand.

Founded in 2019, Gold Moss already had an identity and a logo that customers loved, so the aim wasn’t to reinvent it entirely. Instead, the focus was on exploring how the existing logo could evolve into a more flexible and versatile identity system, one that could grow alongside the brand across new touchpoints, from packaging and shop signage to future product launches.

We developed a series of logo variations and introduced complementary design elements, including bespoke hand-drawn illustrations, to create a richer and more expressive brand experience while preserving the familiarity existing customers connected with.

A key part of the evolution was enhancing the brand’s warmth and personality by weaving more of its story into the visual identity – highlighting its deep connection to nature, the Scottish Highlands, and its heritage. Inspiration came from vintage botanical books and traditional plant-name script fonts. Evoking emotion, nostalgia, and a strong sense of place.

The name “Gold Moss” itself became a major source of inspiration. Gold moss (Sedum Acre) is an evergreen succulent native to the UK, known for its tiny golden-yellow flowers that bloom in early summer.
Inspired by woodland adventures in the morning sun, a flask of freshly brewed coffee and the vibrant moss-covered ground glowing as the sun breaks through the trees…
Edyta wanted to bring more of that meaning and atmosphere into the brand through a series of hand-drawn botanical illustrations and earthy colour tones.

Every small detail is intentional, from echoing the signage shape from the shops 140 year old architecture, to the intricately woven patterns crafted from the Gold Moss flower.

Thank you Edyta for the honour to join you on this creative journey and to see you light up castle street in the charming town of Dornoch.

www.goldmoss.co.uk