The brewery is founded in the tradition of craft in brewing and alchemy. The logo and label illustrations combine the two artisanal hobbies with the ideals of the Bauhaus to create a clean representation of the four key elements in alchemy. For a more crafted feel, a custom typeface was created for the labels and logo. The name, Aurum, comes from the word auric, meaning of gold. Creating gold out of common elements is the end goal for both the alchemist and the brewer.