Rebranding a Health Food Company

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.


Logo Transformation &Mine

&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.




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.




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Trusted by

Just a quick note to say a big thanks and well done for doing what you said you would - building us a world class Health Food web site.  It looks great! We will find a way to properly thank your team for their hard work and terrific results. - Russell, CEO, Melrose Health Thank you for all of your hard work in getting our beautiful Melrose website live today. Woohoo!From the incredible design, to all of the behind the scenes technical aspects, to making it all come together and managing all of our feedback. - Lucinda Hobson, Melrose Project Manager Thank you to each and everyone of you for your dedication and hard work in getting this live and running and for your continuous hard work over the week in ironing out the issues that come with a website launch. - Kat Heath, Melrose Group Marketing Manager

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&Mine Laboratory

&Mine team is a melting pot of technology and creative minds. Each year, we slice a few percent of our bandwidth to develop our own commercial projects. For example, we have developed a prototype Posture Detector with the help of Melbourne University's Engineering Department that will send signals to your smartphone and vibrate if your posture is poor. We are also improving our suite of cloud based software applications like Meet&Mine, our Networking Software. During its first year gathering data, it referred over half a million dollars of real business for a small Melbourne network group. If you’d like to know more about our laboratory projects and how you can get involved in capital raising, marketing or support, simply contact us.

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  • AndMine

    Digital Agency in Melbourne.
    Level 14, 333 Collins Street
    Melbourne VIC 3004
    Victoria, Australia
    Tel: +613 8844 5800
  • AndMine

    Digital Agency in Sydney.
    Level 5, 50 Holt Street
    Surry Hills,
    NSW 2010
    New South Wales, Australia
    Tel: 1300-ANDMINE

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