• Buddy-Buddy rebuilds Element Brooklyn around a chiseled serif wordmark and scent-coded color system designed to scale across 50-plus products.
• Element Brooklyn’s new identity is designed for growth without losing clarity.

We love a refillable, and Element Brooklyn’s rebrand by Buddy-Buddy arrives with a sense of typographic confidence. The logo is a proprietary serif with tapered, chiseled letterforms and subtle stroke flaring, sitting somewhere between a luxury fashion brand and a trendy tech brand, which is exactly the right reference point for a Brooklyn brand scaling into 50-plus products. 

The color system scoots away from the original muted gray pouch into a range of scent-coded hues, including burnt red, olive green, electric lime, and soft lavender. This rebrand clearly understands that scaling  requires a visual system strong enough to anchor 50 products without needing to redesign from scratch every time a new scent drops.