MWAX - Australia's Professional Massage Wax

MWAX wanted to be known as Australia’s professional massage wax except its branding was not conveying that. MWAX had many strong attributes to stand up against competitors locally and internationally, it was just a matter of unleashing that. In researching competitors it was found that there was a lot of jargon found within the industry that MWAX could also rise above.

The Problem

1)

MWAX does not convey its ‘made by therapists for therapists’ angle. They have a lot of experienced therapists who use and inform on the development of MWAX that they simply were not using.

2)

MWAX’s basic design does not reflect its own impression of itself as a professional.

3)

Weak social media content and cohesion.

The Solution

1)

Create an identity system that enhances the current visuals, reinforcing existing work. The client wanted to retain ownership of the work they had already done.

2)

Engage the ‘Australian made’ attributes to create an emotional story that attracts a target market shopping for products with difficult to perceive differences. International markets are attracted to local Australian products, ingredients, and stories so we had to emphasise this.

3)

Clear the jargon found present in the industry to make it simpler for people to shop for their needs.

Preview of the stylescape that was presented to the client

Using Format