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Brand Tone & Messaging
A strategic decision was made to differentiate the brand by focusing on outcomes rather than ailments. Instead of anxiety, for example, we speak about calm - better allowing the consumer to visualise benefits in a relatable way. I worked closely with the partners to develop tone of voice and messaging matrix that could communicate the company’s personality and ethos, and effectively summarise the brand’s value proposition in a memorable way.
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Logo Typography & Brand Mark
![](https://assets-global.website-files.com/6075486066545f06ef0e8bb9/6096988bc96bb34020257a61_MM%20Logo.jpg)
![](https://assets-global.website-files.com/6075486066545f06ef0e8bb9/60969273012ab24cc15bcf83_MM%20Icon.jpg)
Product Design & Packaging
![](https://assets-global.website-files.com/6075486066545f06ef0e8bb9/607cfecfcc1e801920057a42_334b2aa3-783c-4ccf-af3c-e7ae29cba320_rw_1920.jpeg)
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Printed Collateral
Printed elements were developed to support wholesale agreements with pharmacies and retailers. These elements needed to align with strict budgets but still fly the flag of a premium CBD brand.
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Website & Digital Elements
Launching with no brick and mortar distribution, a convincing digital experience would lead sales for Mary’s Muse. The loop between performance media, social, and e-commerce had to remain watertight. Consistent messaging and design supports all digital communications, ushering potential customers into a painless and well serviced sales funnel.
![](https://assets-global.website-files.com/6075486066545f06ef0e8bb9/60969e086b44480ddafe9c83_7304ca37-bd6c-42a0-8c84-dbd2d8134afe_rw_1920.jpg)
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Delivering Happiness
The moment a product lands in a customer’s lap may cement or shatter perceptions of quality. The delivery of Mary’s Muse product had to be facilitated by a truly memorable unboxing moment, consistent with the quality of marketing and design experienced up to that point. Each bottle of Mary’s Muse is delivered in a custom printed courier box, decorated with the brand ethos, dosage information, ingredients, and other available products in the range - as well as a hand written note in each parcel from one of the partners, thanking them for their support.
Unboxing photography by Drifter & Muse
![](https://assets-global.website-files.com/6075486066545f06ef0e8bb9/60969ed1c96bb39aeb259036_067bf3af-575e-4a9e-b2ba-e203874e1321_rw_1920.jpg)
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