The Detroit Tarot Company sought a refreshed identity and renaming that would better reflect its expanded offerings beyond tarot into apothecary and wellness. The new name, Downtown Tarot Company, emphasizes accessibility and location while maintaining ties to its original foundation. The goal was to create a brand that felt both modern and timeless, appealing to a broader audience interested in holistic wellness and spiritual guidance.

The redesigned logo combines elegant typography with a symbolic mark inspired by natural forms and the concept of infinity, representing growth, renewal, and balance. Paired with a refined color palette and subtle star accents, the identity conveys trust, sophistication, and an elevated boutique experience. This rebrand positions Downtown Tarot Company as not only a destination for tarot but also a holistic wellness boutique rooted in community and authenticity.