The goal when creating the logotype was to make it appear clay-like and rocky, to highlight the earthy nature of the brand. The logomark is in the shape of a vase, with an “e” at the top and a flame symbol in the middle, representing the kiln that is used to harden clay. The color palette is minimal, dull, earthy tones with only two colors that are high contrast whilst also being easy on the eyes. The pattern is subtle brush strokes, to signify the painting portion of pottery.