Mary's Muse
Brand Development, Packaging, Digital
Mary’s Muse wanted to zero-in on working professional women who could benefit from the powerful effects of CBD extract. The market in South Africa is young, and few companies have successfully tapped into niche CBD markets, with most preferring to keep marketing broad enough to attract the widest possible range of consumers. The identity needed to present the brand as sophisticated and premium - appealing to a discerning upper-class female consumer with buying power. The ensuing design was typographically lead, with delicate details and clever iconography forming the basis of a wide-ranging and highly versatile brand.

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

The path to happiness, representing three core product benefits: calm, rest, and relief.

Product Design & Packaging

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.

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.

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

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