Thera Cologne is an upcycled eau de cologne brand that uses recycled alcohol collected from expired beer. Named after an island in the Aegean Sea, the brand aims to bring coolness through wellbeing and the protection of nature. Large and bold arrows were added as the leading visual to the packaging design to highlight the brand’s upcycling values. Consistently the remaining visual identity was formed around subtle colors of the added fragrances and a balance between typefaces and minimal hand-drawn icons.