KerryAnn Bartle

THE OPPORTUNITY
In 2020, partners Mark and Richard established Melio, a natural skincare solution rooted in inclusivity, sustainability, and efficacy. The brand identity was crafted to resonate with the 2SLGBTQIA+ community and reflect these core values.

THE SOLUTION
Brand Identity Development:
The brand’s name, “Melio," is derived from "meliorism," signifying a belief in the world’s betterment through human effort. This aligns perfectly with Melio’s commitment to social responsibility and sustainability.

The visual identity incorporates a deep purple hue, representing gender neutrality and the brand’s core ingredient, mangosteen. An earthy palette inspired by Australian eucalyptus further strengthens the brand’s connection to its roots. The simple yet inviting wordmark, featuring a flourished ‘o’ resembling a mangosteen, complements the overall aesthetic.

Brand Messaging:
The tagline "better skin for a kinder world” encapsulates Melio’s ethos, emphasising its dedication to creating high-quality skincare products while making a positive impact on the planet.

Key Objectives:
• Ensure the brand is welcoming and accessible to all genders, backgrounds, and skin types.
• Prioritise eco-friendly practices in packaging, ingredients, and production.
• Develop effective skincare products that deliver results.

Design Execution:
The brand’s visual identity was carefully crafted to communicate its Australian heritage, stand out in a competitive market, and maintain gender neutrality. The chosen colour palette and wordmark effectively convey these elements.

Brand Rollout:
The Melio brand was successfully integrated into various brand touchpoints, including:
• Sustainable and refillable packaging
• Gift boxes
• Branded social media artwork
• Brand collateral (eDMs, promotional materials)
• Shopify website

Launch and Expansion:
Melio launched globally in November 2022 with its flagship product, The Serum. The full product line was introduced in early 2023.

IMPACT
The Melio brand identity has played a crucial role in establishing the company as a leader in inclusive, sustainable skincare. By focusing on kindness, efficacy, and a strong visual identity, Melio has successfully resonated with its target audience and positioned itself for continued growth.