Brand Strategy, Brand Identity, Label Design, Website Copywriting, Pitch Presentation Framework + Design + Copywriting, Photography Creative Direction, Template Design
Mallee is a skin care brand that has reimagined skin essentials by understanding and harnessing the power of natural ingredients — something that ancient practices have perfected and ritualised for thousands of years, and modern science continues to build upon.
Coside was approached by Mallee when they had outgrown their previous branding, positioning, and naturally, customer reach. Feeling stagnant in the market, it was time to refresh how they verbally and visually told their story for their science-based, natural ingredient-filled skincare.
With a strategic focus and clear touchpoints, Coside developed a comprehensive brand strategy and identity that anchored the brand. This included a suite of product label designs for their 12+ evolved formulations, a strategically structured pitch presentation framework, design and copywriting, website copywriting and creative direction for photography. Together, these elements elevated the brand to new heights.
Mallee’s way of moving through the world is indisputably unique. They blend hand-picked Australian flora with avant-garde science crafted by their in-house chemist. Naturally, the unique, multi-functional, high-performing skincare that came from this approach was central to their brand positioning. With this, a sense of ease infused each product. You can effortlessly elevate your daily routine with Mallee’s collection—and importantly, see and feel the results.
When the brand strategy was complete, Coside then evolved and developed their brand identity. The overall design and packaging system was created in a new look and feel, from their hero product labels through to specific soap scrub blends.
Beautifully simple, pared-back label designs that blend Serif and Sans Serif typefaces. These styles reflect the fusion of ancient practices and modern science working together. The mathematical +plus symbol is a central feature and visual anchor across the Mallee brand and suite of products, denoting positive functions, quality and value.
The photography embraced movement and creativity with neutral and earthy backdrops and diverse talent. Just like nature, the photography sees bold and warm sensory moments merge: with the raw ingredients, textures and talent pioneering self-acceptance and confidence.
Product photography saw product texture—spotlighted in an artistic manner—take centre stage. For a multi-sensorial brand, it was a deliberate choice to explore product details, shape, size, and texture more dynamically in the blink of an eye.
Functionally, this allowed shoppers to gauge product size and imagine the performance. Today’s shoppers want to be able to see all the details: so close-up photography and crops were focused on, to bring features and product quality to the fore. Not to mention, emphasise just how easily Mallee blends into their lifestyles.
Mallee’s rebrand and strategic positioning has already seen positive growth with some exciting news coming soon.
Mallee’s rebrand and strategic positioning has already seen positive growth with some exciting news coming soon.
