Amaroo Emu
Rebrand + Skincare Line Development
Project Responsibilities: Creative Director + Designer
Creative Partner: Alice Needle
The Brief
Amaroo Emu is a family-owned business in Mulwala, New South Wales, producing premium Emu oil through ethical farming methods. Established in 2018 as a hobby farm, it transitioned into a commercial venture in late 2023, initially selling locally through Richglen Provedore. Following a positive response, they expanded online to reach global customers. Their product range started with unscented Pure Emu Oil in 125 ml and 250 ml bottles, and they are now developing a skincare line, including scented moisturizers, serums, and balms, set for future release.
The Challenge
Australians have limited awareness of what emu oil is, specifically as a form of skincare, and the holistic benefits the product has to offer. In consequence, Amaroo Emu as a brand, has a limited identity within the natural skincare market. The product retails at a premium price point, and consumers can’t comprehend why they should pay more, rather than opting to purchase an alternative, more affordable brand / product.
The Insight + Opportunity
Australians are foreign to the concept of Emu Oil as a form of skincare.
Thereby, our opportunity was; Amaroo Emu affords natural, native skincare solutions for health-conscious individuals, empowering them to achieve healthier skin with complete transparency and integrity.
The Solution
Develop a compelling brand narrative and identity that aligns with consumers purchasing, and personal ideals.
Overview
Amaroo Emu initially launched as a business offering purchasable goods in late 2023, retailing their products locally via Richglen Provedore, a food and wellness store, situated within Yarrawonga. After several months of distributing via an existing credible entity; and consequently adopting a loyal customer base, Amaroo Emu expanded their accessibility; by establishing themselves as an ECommerce business, offering consumer retrieval, around the globe. Disappointingly, as a result of ill education, and strictly offering intangible product acquisition, the business is failing to produce substantial engagement, and as a result, requisite revenue.
The Problem
Australians have limited awareness of what emu oil is, specifically as a form of skincare, and the holistic benefits the product has to offer. In consequence, Amaroo Emu as a brand, has a limited identity within the natural skincare market. The product retails at a premium price point, and consumers can’t comprehend why they should pay more, rather than opting to purchase an alternative, more affordable brand / product.
