Three black skincare bottles on rocks with a dark background. The bottles are labeled Mofo and include Misty Hydro, Clean As, and Mother Oil.

Project Description

MOFO — Skincare Branding & Packaging Design

A bold, modern skincare brand grounded in Australian botanicals — designed to feel effortless, ethical and quietly confident.

We partnered with MOFO to create a distinctive brand identity and packaging system that could stand apart in a saturated clean beauty market, while remaining true to its philosophy: simple, effective skincare without compromise.

Services Provided

— Brand Strategy
— Identity⁠ Design
— Brand Creative
— Icon Design
— Illustration⁠
— Packaging Design
— Photography
— Website

Project Links

– www.mofoaustralia.com
– Instagram

The Opportunity

MOFO was founded by BAFTA award-winning makeup artist Nikki Gooley, bringing decades of experience working with skin under pressure — from film sets to real life.

The vision was clear: create a skincare range that was clean, high-performing and uncomplicated. But the brand needed to translate this into a visual identity that could compete in both professional and consumer markets — balancing credibility, desirability and clarity.

The challenge was to move beyond typical “natural skincare” cues and create a brand that felt modern, confident and culturally relevant.

Black and white photo of ocean waves crashing onto a beach with the text 'Mojo. Australia' in the center.

The MOFO brand is strong and fresh, smart and ethical. A touch tomboy with a feminine heart…

A black bottle of Clean as cleansing oil resting on beige, porous rocks against a plain, gray background.

A black bottle of Mádara misty hydro facial toner resting on stacked flat rocks against a plain background.

A black bottle of Mooi Mother Oil with a dropper cap resting on a piece of wood against a neutral background.

Brand Strategy & Positioning

Our approach focused on positioning MOFO as a next-generation clean beauty brand — one that blends professional performance with ethical formulation.

Rather than leaning into overly soft or clinical aesthetics, the brand was shaped around a distinct personality:

strong but understated
ethical but not preachy
minimal but expressive
a touch tomboy with a feminine edge

This positioning allowed MOFO to sit confidently between luxury skincare and conscious wellness, appealing to both industry professionals and design-aware consumers.

Black and white image of water with the word 'Mofo.' in large white font in the center.

A black bottle labeled 'Mofo Misty Hydro' with a silver cap, casting a shadow on a textured gray surface.

A black bottle of Mofo Mother Oil face oil with dropper cap next to its light blue packaging box, both placed on a stone slab against a dark background.

A black bottle and a light blue box of Mofo Misty Hydro skincare products on a rock against a dark background.

A person holding a black bottle of Mofo Mother Oil, a face oil with native extracts, with a wooden background.

Black-and-white close-up of a woman with long, wet hair, wearing a headscarf, with the words 'Mofo. Australia' written below

Hand holding a black bottle of Mofo Clean As cleansing oil, with a dark blurred background.

Image divided into two halves; the left shows a hand dripping water into a body of water, the right shows a close-up of a hand touching ferns in black and white, with the text 'Mofo.' in the center.

A collage of pages from a branding presentation for Mofo, featuring images of women, product packaging, color palettes, typography, ethical icons, and natural imagery, all in black and white and muted tones.

Visual Identity & Packaging System

The identity was designed to feel effortless, modern and enduring.

A restrained typographic approach and minimal visual language created space for the product to speak, while subtle design decisions introduced character and edge. The result is a brand that feels refined without being overworked.

The packaging system was developed with both function and shelf impact in mind:

clear hierarchy and readability
confident, minimal layouts
tactile, considered materiality
alignment with sustainable and low-impact principles

The system supports MOFO’s multi-functional product range while maintaining a cohesive and recognisable presence across every touchpoint.

A silver laptop displaying a webpage for Mofo skincare products, featuring three black dropper bottles and a rock, set against a dark background, with the laptop resting on a textured stone surface.

Two MacBook laptops placed on a surface, displaying website layouts with black and white themes. The background features a black and white aerial view of a sandy beach with waves washing ashore.

Online product page for MOFO Australia skincare, featuring MOTHER OIL Skin Drink in a black bottle with dropper, priced at $121.00.

Laptop displaying an about page with a woman's portrait on the right and text on the left, set against a light gray background with faint butterflies in the design.

Digital Experience

The eCommerce experience extends the same philosophy — simple, calm and intuitive.

The website was designed to:

prioritise clarity of product information
reduce friction in the buying journey
reinforce the brand’s tone of voice and visual restraint

The result is a digital environment that reflects MOFO’s core belief: skincare doesn’t need to be complicated.

Craft, Sustainability & Ingredient Integrity

At the heart of MOFO is a commitment to true-to-nature formulation and low-impact production.

The brand avoids petrochemicals, synthetic additives and unnecessary processing, instead focusing on:

Australian botanicals
sustainably sourced ingredients
small-batch production
simplified routines

The design system supports this philosophy — ensuring the brand communicates integrity without relying on clichés.

Black and white graphic design combining text and a portrait of a woman with long dark hair. Text elements include 'Mother F***ing Oils', 'Hybrid Beauty', and a large letter 'M' inside a geometric circle. The design features modern, minimalistic style with lines and circles.

A grid of photos related to skincare and natural beauty, including a woman on the beach, a woman with her eyes closed, black packaging products, and illustrations of Australian extracts and oils, with a black and white branding image of a woman with her eyes closed.

Recognition

The MOFO packaging design was named a Finalist in the 2024 AGDA Design Awards, recognising its balance of modern luxury, sustainability and clarity.

This acknowledgement reflects the strength of the design system — not just as an aesthetic outcome, but as a commercially viable and strategically grounded brand.

The Outcome

MOFO now stands as a confident, contemporary skincare brand — one that resonates across both professional and consumer audiences.

The brand system provides:

a clear and scalable foundation for growth
strong shelf presence in a competitive category
alignment between product, philosophy and presentation
credibility within both clean beauty and professional makeup communities

This project demonstrates how thoughtful brand strategy and packaging design can transform a product into a distinct, desirable and future-ready brand.