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Murray Shore

A wellness brand built like an heirloom.

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27 figures · 4 inks · Made in Toronto
Murray Shore brand work
Fig. 01Murray Shore · 2026
№ 01The brief48 words

Murray Shore came to us as a name and a hunch.

We built the full identity, the packaging, the printed collateral, and a home online, all made to age well rather than trend fast.

The result is a calm, confident brand that reads like it has always existed.

Visit the live site →
№ 02The palette4 inks
01
Teal
#006C7E
02
Amber
#C05A26
03
Cream
#F3EAD8
04
Ink
#2A211A
№ 03The workFigs. 02 to 27
"Your True Dose" — the line Etpaar wrote to sit under the mark on print and packaging alike.
Fig. 02"Your True Dose" — the line Etpaar wrote to sit under the mark on print and packaging alike.
The mark on its own: mortar, pestle and a leaf, folded into a heart.
Fig. 03The mark on its own: mortar, pestle and a leaf, folded into a heart.
The full lockup — the heart over heavy Avenir caps, the compounding line in teal.
Fig. 04The full lockup — the heart over heavy Avenir caps, the compounding line in teal.
The mark tiled tone-on-tone into a wrapping pattern for bags and interiors.
Fig. 05The mark tiled tone-on-tone into a wrapping pattern for bags and interiors.
The working palette: two deep blues, a brighter teal, and one coral accent.
Fig. 06The working palette: two deep blues, a brighter teal, and one coral accent.
One lockup, four colourways — full colour on white, knockout white on the brand blues.
Fig. 07One lockup, four colourways — full colour on white, knockout white on the brand blues.
Business cards for the counter team — mark on one side, the pharmacy's 1983 founding date on the other.
Fig. 08Business cards for the counter team — mark on one side, the pharmacy's 1983 founding date on the other.
Five of the eleven concept SKUs, each with its own dose, colour, and pharmacist-formulated claim spelled out on the label.
Fig. 09Five of the eleven concept SKUs, each with its own dose, colour, and pharmacist-formulated claim spelled out on the label.
Amber glass, ribbed shoulders, black caps — the packaging language before a single label goes on.
Fig. 10Amber glass, ribbed shoulders, black caps — the packaging language before a single label goes on.
The white lockup at full width over the dispensary.
Fig. 11The white lockup at full width over the dispensary.
The rest of the concept line — energy, joints, bone support, and a gentler morning reset, each still just a studio render.
Fig. 12The rest of the concept line — energy, joints, bone support, and a gentler morning reset, each still just a studio render.
Turmeric and black pepper, formulated for stiff joints — one bottle out of the eleven, held close.
Fig. 13Turmeric and black pepper, formulated for stiff joints — one bottle out of the eleven, held close.
The naming-and-colour system behind all eleven SKUs, worked out one swatch at a time — a naming system for a line that exists only as design.
Fig. 14The naming-and-colour system behind all eleven SKUs, worked out one swatch at a time — a naming system for a line that exists only as design.
The prescription receipt Etpaar built to match the brand down to the letterhead.
Fig. 15The prescription receipt Etpaar built to match the brand down to the letterhead.
The compounding requisition form — the workhorse document, on brand.
Fig. 16The compounding requisition form — the workhorse document, on brand.
The senior-care bifold — blister packs, free delivery, easy transfers, laid out in plain type for the people who need it most.
Fig. 17The senior-care bifold — blister packs, free delivery, easy transfers, laid out in plain type for the people who need it most.
Every fill goes out in this bag — mark, phone, and the free-delivery promise printed right on the gusset.
Fig. 18Every fill goes out in this bag — mark, phone, and the free-delivery promise printed right on the gusset.
The small stuff that adds up — gift cards, notepads, a pen worth keeping, all carrying the same mark.
Fig. 19The small stuff that adds up — gift cards, notepads, a pen worth keeping, all carrying the same mark.
A tote for the regulars — same line that's on the phone screen, same mark, just canvas.
Fig. 20A tote for the regulars — same line that's on the phone screen, same mark, just canvas.
The same "made for you" message, sized for a phone screen.
Fig. 21The same "made for you" message, sized for a phone screen.
murrayshore.com — Etpaar's build, live today.
Fig. 22murrayshore.com — Etpaar's build, live today.
"Care, made exact." — the pharmacy's homepage, open after hours.
Fig. 23"Care, made exact." — the pharmacy's homepage, open after hours.
Further down the same page — hours, the college registration number, and a way to reach the pharmacy without picking up the phone.
Fig. 24Further down the same page — hours, the college registration number, and a way to reach the pharmacy without picking up the phone.
A community-paper ad, forty-one years of the same address.
Fig. 25A community-paper ad, forty-one years of the same address.
The new lockup mocked up at sign scale on the Bathurst Street fascia.
Fig. 26The new lockup mocked up at sign scale on the Bathurst Street fascia.
The mark, lit after hours — a brand study of the sign, not a record of any storefront Etpaar built.
Fig. 27The mark, lit after hours — a brand study of the sign, not a record of any storefront Etpaar built.
№ 04More workThe index continues
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