Aurum was born of a deep love for the Yukon; the haunting beauty of its landscape and the dauntless nature of its people. It is there, amidst the luminous trunks of boreal birch the founders discovered the subarctic application of raw birch water as a curative tonic. Aurum collaborated with a pharmaceutical biochemist to develop a specialized natural treatment process akin to fermentation, delivering the nourishing properties of birch bio-ferment to soothe and protect delicate facial skin from the elements. The Aurum brand speaks directly to the vision of the founders and the creation of the products - minimalist, calm, and deceptively simple while being refined yet, approachable and elegant. The colour chosen for packaging systems reflects the cool tones of the Yukon with typography set poetically to instill a sense of place and origin. Art direction and e-commerce all flowed in the same direction - reinforcing the unique position of Aurum in the beauty market.