AURA is a metaphysical brand selling genuine and ethically-sourced crystals. Instead of a boho style, the ethos of the brand is to bring a modern touch to the crystal business, which is typically positioned as earthy and free-spirited. 

The target consumer for AURA is the modern individual interested in exploring the world and influence of beautiful crystals for the first time. To maintain this approachability, AURA uses elegant, geometric design to convey the present-day nature of the brand. A purple-hued jewel-tone palette was a clear choice for the brand as well, with the purples communicating the mystery, divinity, and rarity connected to the crystals.