There comes a time for change, and even the most iconic companies need to step back and consider how they can refresh their brand. It’s part of a brand’s life cycle and if done right, it can result in tremendously positive results in many aspects.
The difficult part, however is being able to balance new changes to a brand, but also being able to maintain the original elements that makes an existing brand identifiable.
Branding development is a process that requires lots of considerations and time to come to a successful changeover.
&Mine recently worked with Melrose Health to transform their logo, as well as branding and packaging. Melrose Health have been operating since 1979 and are considered the pioneers in the health and well-being industry. When it comes to whole body and mind health, Melrose Health is unsurpassed with their expertise and passion with a range of products developed over the years which have been the first of their kind.
While they do remain unbeaten in their field, Melrose Health have felt that they’ve stalled, allowing competitors to catch up and wanted to revitalise the overall arch of the company.
Our task was to take the existing branding that Melrose Health had to improve their presence and clarity in the marketplace. The end goal was to freshen the Melrose brand and logo to appeal to new consumers and remain competitive in the industry. A constraint to consider was to stay true the original design and Melrose’s vision.
Logo
The first stage focused on transforming the Melrose logo. Utilising the existing font, a visual element was added to illustrate the organic nature of the brand – a leaf. The incorporation of a roundel presents Melrose’s brand message as a stamp, used in conjunction with the logo type. This illustrates that Melrose’s products are sealed with heritage and quality.
Re-branding & Packaging
The second stage of the branding development focused on designing Melrose’s new packaging and incorporating the new logo. Undergoing a complete re-branding is an exciting yet complex task.
From the copy change, to the seals, lids and considerations of variant sizes – it wasn’t just about elevating Melrose as a leader, but also elevating the product’s impact for new and existing consumers’ impact. All considerations, constraints, ideas and thoughts accumulated towards the final design to ensure that Melrose was offering only the finest.
With a focus on Melrose’s new range of Healthy Kitchen Oil, &Mine’s goal was to bring a fresh perspective and combine font type, usage of the new logo and roundel and utilise more colours. The outcome was successful – with a variety of vibrant colours to reflect the different products and sizes, the re-branding and packaging is more visually appealing to the eye and reflect Melrose’s honest philosophy of organic and a clean eating lifestyle.