Other than a brand, The Novel Alchemist is a meditative refuge offering tools and practices for a slower, more intentional way of living. Its identity needed to feel grounded in tradition while leaving room for a modern community to grow. So the branding began with the archives of the founder’s family, known for their century-old mastery of embroidery. These heritage assets, rich with Liberty and Art Nouveau influences, became the foundation for the logo. By reinterpreting these motifs with a clean, contemporary touch, the design bridges past and present — honoring craftsmanship while creating space for a new narrative to unfold.