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.
Logo Typography & Brand Mark
Product Design & Packaging
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.
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.
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