Logo mockups were drafted from early core concepts until a pleasing fusion of lily flower, mortar and pestle was achieved to the client's satisfaction. Initial drafts focused purely on grayscale to ensure consistent identity across platforms, including color contrained print productions.

Upon finalization of design, the focus shifted to color. To contrast with competitors focusing on standard medicine color schemes that leaned more heavily into reds or blues, I instead pulled inspiration from wellness brands, opting to incorporate a more earthy, neutral teal and gray into the brand. This color scheme reinforced  the wellness focus and ensured Lily's would stand out from competitors at a glance, emphasizing its local, personalized focus over generalized corporate services of larger chains.