Melio

The brand's objective was to embody kindness in every aspect of their brand, from sustainable packaging to inclusive model casting and plant-based ingredients. The brand name "Melio" comes from "meliorism", meaning the belief in making the world better, which perfectly reflects the brand's values. The visual execution of the brand aimed to communicate its Australian roots, stand out in a crowded market, and be gender-neutral. A dark purple hero color was chosen to align with the hero ingredient mangosteen fruit, while an earthy 'Australiana' palette reflected the rainbow bark of eucalyptus. The brand's wordmark was designed to be simple yet warm and textured, with a flourished 'o' reflecting the bisection of a mangosteen. The tagline "Better skin for a kinder world" solidified the brand identity. Melio's sustainable and refillable packaging, gift-boxes, branded social media artwork, and brand collateral such as eDMs and printed promotional materials rounded out the brand design and copy.