LabAroma is a chemistry based, clinical aromatherapy software tool that formulates the chemistry behind essential oil blending. The idea for this new concept was presented to us as a spreadsheet of the complex chemical formulae that would underpin the software. It was our job to design a brand, software, website and collateral that would make this concept understandable and easy to use. In order to allow the user to blend aromatherapy oils virtually we needed to first begin by thinking about how each oil would be represented. As the client was a startup, photography and illustration were ruled out as there were hundreds of essential oils in the database. With this in mind we decided that each oil would be represented by a coloured circle. The idea of using circles and a strong colour palette to represent the oils quickly led to the realisation that these elements should be an integral part of the identity thus creating a seamless experience. We also created an instructional video which clearly explains how the software works and brings to life the identity through animation. Visit labaroma.com.