Myrtle + Moss: Building a Plant‑Based Skincare Brand People Love to Live With
Myrtle + Moss: A brand designed to live beautifully at home
Myrtle + Moss launched in Melbourne in 2010 with a simple ambition: create an incidental sensory delight—products that look, feel and smell superlative, without shouting for attention. Our role was to turn that idea into a brand people would recognise in boutiques and love in their bathrooms.
The idea
Rather than lean into ‘natural’ clichés, we framed Myrtle + Moss as luxury plant‑based care: understated, tactile and quietly confident. Strategy came first—who we were for (style‑savvy shoppers who care how things look and work), the promise (everyday ritual, elevated) and the tone (refined, approachable, never precious).
How it lived
We built a restrained identity—confident wordmark, elegant typography and a considered, modern palette—then expressed it through a packaging system designed for boutique retail. Scent‑led navigation made choosing easy; hierarchy and labelling kept variants clear across bottles, tubes and gift sets. Tactile finishes and art direction did the rest, signalling quality without excess.
What changed
The system did exactly what it needed to: stand out quietly. Retailers could merchandise the range with ease; customers recognised the line at a glance and welcomed it onto their counters at home. Distribution grew to 300+ designer and boutique stores across Australia. Perhaps most telling: the core identity and packaging language created during our engagement (2010–2015) continue to anchor the brand today—proof that clarity and restraint endure.
At a glance
2010 launch with brand and packaging system built to scale
300+ Australian boutique stockists
Design longevity: original identity still in market
Why it worked
We paired sensory appeal with practical shelf navigation: beauty that serves a purpose. The result is a brand that feels premium in hand, photographs elegantly online and holds its own in tight retail footprints—no noise required.
Services
Brand strategy, brand identity, packaging design system, art direction, launch collateral.
Credits
Client: Myrtle + Moss
Agency: We Are Purpose