Mama Jo’s
Medicine Shoppe

Josephine came to me looking for a fresh hand lettered logo design that reminds people of their Grandma and the Oracle from The Matrix. Mama Jo’s Medicine Shoppe makes THC infused edibles and beauty products. The logo design was limited to a single color and needed to work well on simple black and white packaging. Stylistically, I had complete freedom as long as the “J” in “Jo’s” wouldn’t be confused as a “T” or “F” - Because reading when your high can be hard.

We got started by exploring different styles and compositions for “Mama Jo’s”. Script lettering was the favorite in the early sketches, but I felt that it was too trendy and young for Grandma and the Oracle, they’re a little more modest, wise and laid back. This inspired a shift to a more appropriate flowing serif that felt quaint, bold and comfortable.

With the characters in “Mama Jo’s” tucked safely together, our next challenge was integrating an icon and description. After some research and thinking, I wanted these elements to have an old-fashioned ‘shoppe vibe’ - This inspired the decorative flourishes underneath the leaf and the typeface selection for “Medicine Shoppe”. Josephine loved the mesmerizing negative space where the leaves meet the flourishes.