Legion Brand Lab

Project Details:

Transforming MYCRO's brand and packaging to achieve credibility, legibility, and standout appeal in a competitive retail environment.MYCRO, an Australian leader in premium, dual-extracted functional mushroom products, has established a reputation for quality, transparency, and innovation. As the brand expanded into retail, it faced new challenges to align its branding with industry standards and elevate its packaging to resonate with a broader consumer base while maintaining its distinctive indie essence.

Challenge:

With a significant retail deal secured, MYCRO needed to refine its brand identity and packaging to appear more credible and professional next to established mushroom tincture competitors. The goal was to enhance legibility, maintain brand recognition, and create an eye-catching design that stood out on retail shelves while preserving its bold, alternative brand culture.

Solution:

The brand underwent a strategic evolution to modernize its visual identity while retaining key elements like the bold logo and distinctive color palette. Packaging was redesigned for clearer communication of key benefits, such as "High Potency & Lab Optimized Absorption" and "100% Australian Grown & Extracted." The label design was refreshed for improved legibility and shelf presence, and A/B testing was introduced to optimize product claims placement.

Outcome:

The evolved brand and packaging successfully positioned MYCRO as a credible and competitive player in the retail market. The new design increased consumer trust and product visibility, leading to a stronger retail presence and enhanced sales performance, solidifying MYCRO's position as a premium yet approachable indie challenger brand.

Project Details:

Republica is a niche insurance company that collaborates with various industries to design bespoke insurance products, services, and solutions. Legion Brand Lab is involved in brand development for Republica, focusing on creating innovative insurance solutions for both incumbent insurers and direct-to-market offerings. The work includes brand naming, identity design, and the development of brand experiences.

So, How does a niche insurer make a bold statement in a crowded market? Republica set out to redefine what it means to offer bespoke insurance solutions by creating a brand identity that resonates deeply with its target industries. The mission was clear: build a brand that exudes expertise, reliability, and innovation, while remaining approachable and human-centric.

Challenge:

Republica needed more than just a visual refresh; they required a brand identity that encapsulated their commitment to collaboration and tailored solutions. The challenge lay in distilling these core values into a unified identity that would stand out in a competitive market and speak directly to the unique needs of their clients.

Solution:

We began by immersing ourselves in Republica’s world—understanding their vision, their clients, and the industries they serve. This deep dive informed our approach to crafting a brand identity that was both distinctive and reflective of their bespoke offerings. From the design of a bold yet approachable logo to the development of a consistent visual language, every element was meticulously crafted to align with Republica’s brand promise.

Outcome:

The result was a brand identity that not only set Republica apart from competitors but also established them as a thought leader in the niche insurance market. The new identity was rolled out across all touchpoints, from their website to client communications, creating a cohesive and compelling brand experience that resonated with their audience and reinforced their position as an innovator in the industry. Republica’s refreshed identity has since played a pivotal role in their growth, helping them to forge stronger connections with clients and partners alike, and solidifying their reputation as a go-to provider of bespoke insurance solutions.

Project Details:

How do you transform a successful community into a movement that inspires and uplifts at every touchpoint? This was the challenge as Connected Women embarked on its journey to reimagine itself as Joy. The goal: to craft a brand that pulses with energy and optimism, one that speaks directly to the hearts of its members by focusing on what truly matters—longevity, happiness, and a deeper sense of purpose through five distinct strategic themes. Here's how we took a thriving community and turned it into a brand that embodies vitality and inspires a brighter future.

Challenge:

Connected Women was founded on the premise that women over 50 face increased loneliness and isolation. The solution was to directly answer this by connecting women. But we found a bigger problem, above loneliness, that we could address, and thereby opening up the brand positioning possibilities, value proposition and growth opportunities for the business and brand.

Solution:

Making longer lives During midlife (40-65), women’s mental and physical health undergo significant changes and it is the societies in which they live, and their respective cultures that markedly influence the well-being of those women during those times. Women are better off in societies that have a more inclusive community culture, focus on lasting activity and communal activity. And, Have a notable impact on their lifespan after 65 years old.

Outcome:

The Evolution The evolution of Connected Women required a rebrand to a positioning and proposition centred around creating socially-enriched happiness, extended relationships with others and one’s self. Extended dopamine release, with a resulting vision to be more meaningful, joyous lives for the community of Joy. By evolving the brand experience, we can extend lives, filled with vitality, health and Joy.